New products are often incongruent with consumer expectations. Researchers have shown that consumers prefer moderately incongruent products, while being adverse to extremely incongruent products. Evidence from three studies suggests that this phenomenon is highly influenced by a consumer’s...

Cover -- Copyright -- Dedication -- Brief Table of Contents -- Detailed Table of Contents -- Foreword by Bryan Pearson -- Part 1: An Introduction to the Retail Value Proposition -- 1 Crafting Value -- 2 Segmentation and Differentiation -- Part 2: The Shopping Environment -- 3 Locations and...