Evaluating ambiguous offerings

This paper studies how audience members categorize and evaluate ambiguous offerings. Depending on whether audience members categorize ambiguous offerings based on prototypes or goals, they activate two distinct cognitive mechanisms and evaluate differently ambiguous offerings. We expect that when au...

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Detalles Bibliográficos
Autores: Boulongne, R. (Romain)|||/items/5bc63a2a-edf2-4a35-8d4e-120934ff8f8c, Durand, R. (Rodolphe)|||/items/30f6d9d7-2598-474c-824c-f67f6607ee7f
Tipo de recurso: artículo
Fecha de publicación:2021
País:España
Institución:Universidad de Navarra
Repositorio:Dadun. Depósito Académico Digital de la Universidad de Navarra
Idioma:inglés
OAI Identifier:oai:dadun.unav.edu:10171/60717
Acceso en línea:https://hdl.handle.net/10171/60717
Access Level:acceso abierto
Palabra clave:Social evaluation
Categories
Ambiguity
Experimental methods
Evaluación social
Categorias
Ambigüedad
Métodos experimentales
id ES_7773c2bc467dddb38eea2a1cdc869dd0
oai_identifier_str oai:dadun.unav.edu:10171/60717
network_acronym_str ES
network_name_str España
repository_id_str
spelling Evaluating ambiguous offeringsBoulongne, R. (Romain)|||/items/5bc63a2a-edf2-4a35-8d4e-120934ff8f8cDurand, R. (Rodolphe)|||/items/30f6d9d7-2598-474c-824c-f67f6607ee7fSocial evaluationCategoriesAmbiguityExperimental methodsEvaluación socialCategoriasAmbigüedadMétodos experimentalesThis paper studies how audience members categorize and evaluate ambiguous offerings. Depending on whether audience members categorize ambiguous offerings based on prototypes or goals, they activate two distinct cognitive mechanisms and evaluate differently ambiguous offerings. We expect that when audiences engage in goal- versus prototype-based categorization, their evaluation of ambiguous products increases. We theorize that, under goal-based categorization, the perceived utility of unclear attributes increases for audiences, which leads them to evaluate more positively ambiguous product offerings. We test and find support for these direct and mediated relationships through a series of laboratory, online, and field experiments. Overall, this study offers important implications for research on product and market categories, optimal distinctiveness, and market agents’ cognitive ascription of value.INFORMSDadun. Depósito Académico Digital Universidad de Navarra20212021-06-1820212021-01-2020212021-01-20journal articlehttp://purl.org/coar/resource_type/c_6501info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/10171/60717reponame:Dadun. Depósito Académico Digital de la Universidad de Navarrainstname:Universidad de NavarraInglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:dadun.unav.edu:10171/607172026-06-21T12:47:57Z
dc.title.none.fl_str_mv Evaluating ambiguous offerings
title Evaluating ambiguous offerings
spellingShingle Evaluating ambiguous offerings
Boulongne, R. (Romain)|||/items/5bc63a2a-edf2-4a35-8d4e-120934ff8f8c
Social evaluation
Categories
Ambiguity
Experimental methods
Evaluación social
Categorias
Ambigüedad
Métodos experimentales
title_short Evaluating ambiguous offerings
title_full Evaluating ambiguous offerings
title_fullStr Evaluating ambiguous offerings
title_full_unstemmed Evaluating ambiguous offerings
title_sort Evaluating ambiguous offerings
dc.creator.none.fl_str_mv Boulongne, R. (Romain)|||/items/5bc63a2a-edf2-4a35-8d4e-120934ff8f8c
Durand, R. (Rodolphe)|||/items/30f6d9d7-2598-474c-824c-f67f6607ee7f
author Boulongne, R. (Romain)|||/items/5bc63a2a-edf2-4a35-8d4e-120934ff8f8c
author_facet Boulongne, R. (Romain)|||/items/5bc63a2a-edf2-4a35-8d4e-120934ff8f8c
Durand, R. (Rodolphe)|||/items/30f6d9d7-2598-474c-824c-f67f6607ee7f
author_role author
author2 Durand, R. (Rodolphe)|||/items/30f6d9d7-2598-474c-824c-f67f6607ee7f
author2_role author
dc.contributor.none.fl_str_mv Dadun. Depósito Académico Digital Universidad de Navarra
dc.subject.none.fl_str_mv Social evaluation
Categories
Ambiguity
Experimental methods
Evaluación social
Categorias
Ambigüedad
Métodos experimentales
topic Social evaluation
Categories
Ambiguity
Experimental methods
Evaluación social
Categorias
Ambigüedad
Métodos experimentales
description This paper studies how audience members categorize and evaluate ambiguous offerings. Depending on whether audience members categorize ambiguous offerings based on prototypes or goals, they activate two distinct cognitive mechanisms and evaluate differently ambiguous offerings. We expect that when audiences engage in goal- versus prototype-based categorization, their evaluation of ambiguous products increases. We theorize that, under goal-based categorization, the perceived utility of unclear attributes increases for audiences, which leads them to evaluate more positively ambiguous product offerings. We test and find support for these direct and mediated relationships through a series of laboratory, online, and field experiments. Overall, this study offers important implications for research on product and market categories, optimal distinctiveness, and market agents’ cognitive ascription of value.
publishDate 2021
dc.date.none.fl_str_mv 2021
2021-06-18
2021
2021-01-20
2021
2021-01-20
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/10171/60717
url https://hdl.handle.net/10171/60717
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv INFORMS
publisher.none.fl_str_mv INFORMS
dc.source.none.fl_str_mv reponame:Dadun. Depósito Académico Digital de la Universidad de Navarra
instname:Universidad de Navarra
instname_str Universidad de Navarra
reponame_str Dadun. Depósito Académico Digital de la Universidad de Navarra
collection Dadun. Depósito Académico Digital de la Universidad de Navarra
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,300724

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