Asymmetric consequences of radical innovations on category representations of competing brands

• Autores: Charan K. Bagga, Theodore J. Noseworthy, Niraj Dawar
• Localización: Journal of Consumer Psychology, ISSN-e 1057-7408, Vol. 26, Nº. 1, 2016, págs. 29-39
• Idioma: inglés
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• Resumen

  • A cognitive level account of when and why radical innovations impact category representations of competing brands is developed and tested. The results suggest that competing brands are affected only when a dominant brand introduces a radical innovation that alters a core category attribute. Such an innovation leads consumers to see competing brands as less typical of the category with diminished evaluations. Crucially, neither core radical innovations introduced by a non-dominant brand nor equally radical innovations that alter peripheral (non-core) attributes have any impact on consumers' perceptions of competing brands. Implications for consumer preference formation and competition in the context of radical innovation are drawn.