Abstract:The present research examined the effect of co-eliciting situational appropriateness with hedonic product responses. This contributed methodological insight regarding the use of the item-by-use (IBU) approach in product research with consumers. The research involved 9 consumer studies (105 to 289 consumers per study). In each study, participants were randomly divided into two groups. One of the groups evaluated samples for situational appropriateness only, whereas the other group evaluated hedonic responses an… Show more
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