Product class effects on perceived risk: the role of emotion

Article Abstract:

Emotions, whether negative or positive, are associated to the perception of risk in products. Luxuries that elicit positive emotions, such as joy and pleasure, are perceived by consumers as less risky in terms of brand choice and result in higher satisfaction. Generally, neccessities have a negative influence on perceived risk. However, a positive effect on perceived risk is seen with neccessities that are regarded as important or that evoke negative emotions.

Consumer Behavior, Products, Emotions, Risk perception

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Assessing potential threats to incumbent brands: New product positioning under price competition in a multisegmented market

Article Abstract:

A two-stage model of competitive positioning and pricing of new products in multisegmented market, useful to assess the potential threats inherent in existing market structures, is presented. The results suggest that the only open position for successful entry matches the effectiveness of the market leader in removing strains, and lower costs by sacrificing on the other attribute in the space.

Management dynamics, Product Development, Market Research & Product Development, Management, Company business management, Time to market, Market positioning

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The locus of context effects on product proximity judgments

Article Abstract:

The locus of two contextual effects on product judgments is analyzed using Tversky's contrast model of similarity. It is shown that the two context effects are more prominent as compared to the moderately proximal stimuli in any given set. In addition, priming effects were also stronger for brands than for categories. The context effects were more localized than previously thought.

Product placement, Context effects (Psychology)

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