Concept products are prototypes featuring a very innovative design and technical functionalities, used to be exhibited at trade shows and at industry events. Results of two studies show that exposure to concept products affect consumer evaluation of marketed products, and that such effects are contingent on the degree of visual and functional exaggeration featured by the concept product, as well as on the degree of visual and functional alignment between the concept and the marketed product
Does Exposure to Concept Products Affect Judgment of Marketed Products?
SCOPELLITI, IRENE;CILLO, PAOLA;MAZURSKY, DAVID
2011
Abstract
Concept products are prototypes featuring a very innovative design and technical functionalities, used to be exhibited at trade shows and at industry events. Results of two studies show that exposure to concept products affect consumer evaluation of marketed products, and that such effects are contingent on the degree of visual and functional exaggeration featured by the concept product, as well as on the degree of visual and functional alignment between the concept and the marketed product
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