Measuring individual differences in active smelling to evaluate products – The ENFAS-Instrument

Consumers evaluate products with all their senses but exhibit considerable variability in the extent to which they actively use and rely on a specific sense. We know little about the variability in consumers’ propensity to actively engage their sense of smell in the context of product evaluation in purchase decision making. This research...

Extending the Implicit Association Test (IAT): Assessing Consumer Attitudes Based on Multi-Dimensional Implicit Associations

Background: The authors present a procedural extension of the popular Implicit Association Test (IAT; [1]) that allows for indirect measurement of attitudes on multiple dimensions (e.g., safe–unsafe; young–old; innovative–conventional, etc.) rather than on a single evaluative dimension only (e.g., good–bad). Methodology/Principal Findings: In...

Assessing multifunctional innovation adoption via an integrative model

This study proposes and tests an integrative model that incorporates the mental resources framework (MOA: motivation, opportunity, and ability) alongside traditional innovation adoption predictors for assessing the adoption of dual-functionality innovations (DFI), a special case of multifunctional innovations (MFI). The multifunctional nature of...

Fusing products and brands: When does partnering pay off?

The goal of this study was to examine consumer reactions towards branded hybrid product. We examined how consumers interpret and evaluate hybrids with a single brand vs. multiple brands. The results show that consumers are more likely to interpret a product symmetrically (i.e., give equal status to both categories) when two category cues are...