혁신제품 선호 형성에 대한 범주화 라벨 (category label) 효과에 관한 연구

A study on the category label effects for building a preference : in case of really new products

Consumers perceive fear, uncertainties and doubts when they make a decision if adopt new products, especially RNP(really new product). When RNP is introduced, consumer may want to understand what it is and how useful it is. Recent research in categorization suggests that consumer access information contained in existing product, compare the RNP's characteristics with existing product's(mapping) and know about the RNP(that is analogy learning). During the analogy learning process, marketer can help knowledge transfer with providing a plausible category label. My first founding suggest that category label can make consumers understand about RNP and favorable attitude to RNP. My second founding suggests that category label is more effective when providing category label match with consumer's primitive categorization.