Title: The person brand effect and the role of product innovation: Consumers' stereotypes influence evaluations of persons and their products
Abstract: A series of field and laboratory experiments found that consumers' stereotypes influence perceptions of a person who creates a product (i.e., a person brand) as well as post-trial evaluations of the product. Consistent with schema congruity theory, consumers evaluated a product created by a person who was counter stereotypical on one dimension (e.g., gender but not ethnicity) more positively than the stereotypical creator's product. Consumers' cognitive resources during trial are a boundary condition on improved evaluations of a unidimensional deviate’s product. In contrast, consumers evaluated a product created by a person who was counter stereotypical on two dimensions (e.g., gender and ethnicity) most negatively. Product innovation moderated these effects such that an innovative product created by a bidimensional deviate was evaluated similar to that of the stereotypical creator's product. These findings have implications for branding, product innovation, schema congruity theory and stereotyping.
Das Video zur diesjährigen Konferenz CHIMSPAS ("Challenges in Managing Smart Products and Services") ist nun verfügbar. Erhalten Sie hier Eindrücke in die erste Konferenz, die sich explizit mit dem Management intelligenter Produkte und Dienstleistungen befasst. Die Konferenz wurde vom iTIME und dort von Prof. Dr. Christian Stummer und J.-Prof. Dr. Nicola Bilstein organisiert.