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 state...

The study focuses on the analysis of consumer’s brand preference for laptop. The study carefully examined its set objectives with the adaptation of a suitable methodology. The purpose of the study is to identify the factors those are important to people while purchasing particular brand of...