Similar despite all differences? A Case Study Exploring the Correlation of the Similarity and Differentiation Perceptions with Consumers’ Emotions and Product Success.

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2018-08-27
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en
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This research deals with consumers’ simultaneous demands for similarity and different for new products and its correlation with negative and positive emotions as well as perceived product success. An automated content analysis using newspaper articles (N = 1.109) was conducted using the LIWC2015 default and a custom dictionary. A case study about the combat sports organization “Ultimate Fighting Championship” (UFC) was administered to examine its rise to mainstream popularity despite its relative novelty. Therefore, three time frames were compared ranging from 1993 to 2018. The results indicate that both perceived similarity and differentiation correlate positively with a new product’s success. This supports the institutional theory which indicates that a) there is an evolution of the similarity and differentiation perceptions and b) both influence a new product’s success. Moreover, it confirms research that indicated that new products cause emotional responses in consumers. However, consumers’ emotions were uncorrelated with similarity, differentiation and a new product’s success. Thus, it was concluded that to ensure a new product’s chances for success similarity and differentiation must be satisfied, with similarity being the more important factor throughout time.
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Faculteit der Managementwetenschappen
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