Ulteriori informazioni
Technological progress has been enabling companies to add disparate features to their products. This research investigates the effect of adding more features on consumers' evaluation of the product, by examining in particular the role of the congruity of the features added with the base product as a variable the moderates the effect of increasing the number of features. Grounding on schema-congruity theory, I propose that the cognitive elaboration associated with the product congruity of the features added explains consumers' evaluation as the number of new features increases. In particular, it is shown that consumers perceive a benefit from increasing the number of features only when these features are congruent with the product.
Info autore
Graduated with honors from LUISS, he obtained a Ph.D. in Business Management at the University of Bologna. He is Assistant Professor at LUISS and a lecturer at the LUISS MBA. He is the author of a monograph and several international articles published in some of the most prestigious international marketing magazines.
