If a product is very different from products that are currently available, consumers avoid drawing on existing category knowledge to guide their expectations and attitudes toward the new product.

Question

Quizplus · Accepted Answer

Consumers often rely on existing category knowledge as a reference point to form expectations and attitudes toward new products, even if the new product is quite different from existing options. This helps them make sense of how the new product fits into their understanding of similar products.

If a Product Is Very Different from Products That Are