Publication Type

Conference Paper

Version

acceptedVersion

Publication Date

12-2005

Abstract

With the surging popularity and growing availability of convergence products (e.g., camera phones, all-in-one PDAs) in high-tech product categories, consumers now face another dilemma in their purchase consideration: which product form converged, stand-alone, or both? This study sets out to investigate pattern(s) of consumer preferences for product form along the evolution of technology trajectories. In two experiments, we find that, at low levels of technological performance, consumers show an overwhelming preference for the converged product form over the dedicated counterpart; whereas, at a higher technological performance level, the pattern of preferences is reversed. Furthermore, we observe that a preannouncement of even higher technology can shift consumer preference from one product form to another. We forward dual (product form-specific) performance reservation values as a key mechanism underlying the observed preference structure. Other issues explored include complement vs. substitute intercategory dynamics. Finally, managerial implications and directions for future research are also discussed./abstract

Discipline

Marketing

Research Areas

Marketing

Publication

Singapore Marketing Research Roundtable, December 2005

First Page

1

Last Page

37

City or Country

Singapore

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