“What Is It?” Categorization Flexibility and Consumers' Responses to Really New Products

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Incongruity between Ads and Consumer Expectations of Advertising (2002, background): “Although attitude toward the ad is predominantly assumed to reflect consumers’ affective responses to advertising in line with Mitchell & Olson (1981), cognitive responses to ads also determine attitude toward the ad (MacKenzie & Lutz 1989, Olney et al. 1991). Olney et al. (1991) find that consumers”
Consumer Adoption of New Products: Independent versus Interdependent Self-Perspectives (2014, background): “RNPs are innovations that create a new product category or subcategory rather than reallocating market shares within an established one (Moreau et al. 2001).”
From food waste to value-added surplus products (VASP): Consumer acceptance of a novel food product category (2018, background): “However, negative attitudes towards such products may be ameliorated if consumers' mental representation of such products could be shaped more favorably through appropriate communication (Moreau et al., 2001).”