Why did the first PDAs released to the market fail while subsequent brands took off? A new study in the Journal of Consumer Research says it might be because of the way consumers categorize new products.
Authors Joseph Lajos (INSEAD, Europe Campus), Zsolt Katona (University of California, Berkeley), Amitava Chattopadhyay (INSEAD, Asia Campus), and Miklos Sarvary (INSEAD, Europe Campus) developed a model that explains how consumers categorize new hybrid products.