When context matters: Consumers link unfamiliar products to surrounding items - 0 views
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Stefan Wobben on 20 Jul 09Marketers have long been wary of the negative consequences that might arise when consumers associate their products with others not aligned with the desired positioning," write the authors. "Conventional wisdom suggests that birds of a feather should flock together. Our research cautions against over-relying on this rule of thumb. It suggests instead that this is sound advice only when the product is new to the consumer, allowing perceptions of it to be readily molded by what is around it.