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ISSN : 1229-8778
Two experiments were conducted to examine whether digital convergence product's Judgement and Consideration set vary with marketers' inducement within which the way of categorization is changed from taxonomic to goal-derived ones. In study 1, it is found that, under goal-derived conditions, although they belong to different categories, products are more likely to; 1)be regarded as similar, 2)be included in Consideration set, 3)be estimated highly in terms of typicality and goal-suitability, and 4)get purchase intention, than ones under the other conditions. In study 2, Consumers have a high opinion on the typicality and goal-suitability of the PMP under goal-derived conditions. Attitude is moderated by consumers' prior knowledge and involvement. Product attitude is highly shown under goal-derived conditions, on the other hand, purchase intention does not alter under both conditions of goal-derived and taxonomic categorization. Only in the case where consumers have much prior knowledge under goal derived conditions, their purchase intention is shown in high.
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