On the Biasing Judgment of Innovation: Context Effect of Existent Brand

消費者對創新產品之評價偏誤：既存品牌之情境效果

10.6295/TAMJ.2004.0403.04

蕭中強(Chung-Chiang Hsiao)；簡怡雯(Yi-Wen Chien)

評價偏誤 ； 情境效果 ； 同化效果 ； 異化效果 ； 漸進創新 ； 突破創新 ； Biased Judgment ； Context Effect ； Assimilation ； Contrast ； Incremental Innovation ； Radical Innovation

台灣管理學刊

4卷3期（2004 / 08 / 01）

339 - 355

英文

消費者對創新產品(不論是漸進創新或是突破創新)之評價，是如何受到既存品牌之影響?本研究對此問題，提出一套理論架構加以解釋。此理論架構之內在機制，是建構於情境效果之理論，更嚴謹而言，應可說是建構於構面範圍重疊模式。本研究提出，在共同之屬性上，若是創新產品之解釋範圍與既存品牌之解釋範圍重疊，則創新產品將會被解釋成更類似於既存品牌(同化效果)。反之，若是在共同之屬性上，創新產品之解釋範圍與既存品牌之解釋範圍不互相重疊，則創新產品將會被解釋成與既存品牌差異更大(異化效果)。有可能在某些互相重疊之屬性上，創新產品會被解釋成更類似於既存品牌，並於同時，在某些不互相重疊之屬性上，創新產品卻又會被解釋成與既存品牌差異更大。此外，若是既存品牌無法對應至創新產品之獨特屬性，則既存品牌將無法藉由情境效果影響創新產品。本文末亦對行銷之運用加以陳述。

A theoretical framework is proposed in this study to explain how the evaluation of the innovation, be it incremental or radical, can be biased by the accessible perception of existent brand (such as core brand, co-brand, or ingredient brand). The underlying mechanisms in the proposed theoretical framework are constructed by theories of context effect, particularly the Dimensional Range Overlap Model. It is proposed that when there is an overlap between the interpretation range of the innovative product and that of the existent brand on the shared attribute, the innovative product will be perceived as more similar to the existent brand than when perceptions of the existent brand is not accessible (assimilation). On the other hand, when the interpretation range of the innovative product is not overlapped with the counterpart of the existent brand on the shared attribute, the innovative product will be perceived as more dissimilar to the existent brand than when no information of the existent brand is accessible (contrast). It is possible that the innovative product is perceived as more similar to the existent brand on some attributes with overlapped interpretation ranges, while, at the same time, perceived as more dissimilar to the existent brand on other attributes with non-overlapped interpretation ranges. Furthermore, the interpretation range of the innovative product on the unique attribute, to which the existent brand is not applicable, will not be biased by the existent brand. Marketing implications based on the proposed theoretical framework is provided in the end.

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