Abstract:

Product convergence to converge various functionalities into one device is common and popular nowadays. Previous research suggests that the degree of goal congruity between added functionality and base product influences convergent product evaluations in a positive direction; and product category plays a moderating role resulting from the change of hedonic value. In this research, we extend the impact of product category from a new viewpoint of information processing style. Considering different information processing styles between hedonic and utilitarian products, the moderating role of product category is varied by the presence of concrete information and consumer’s mental construal. Results demonstrate that (1) for convergent products with a utilitarian added functionality, the positive goal congruity effect is stronger when concrete product information is absent than present to consumers. While a hedonic added functionality is converged, the goal congruity effect is observed no matter concrete information is present or not. (2) There is a stronger goal congruity effect resulting from the fit of global and abstract processing between hedonic added functionality and high-level construal. The findings are beneficial from both theoretical and managerial points of view.

Key words: convergent product, information processing style, construal level theory, hedonic product, utilitarian product