When Two Wrongs Make a Right: Using Conjunctive Enablers to Enhance Evaluations for Extremely Incongruent New Products
研究发现，在产品设计中加入一个与极端不一致特征语义相关的使能因素（如绿色代表富含维生素），能帮助消费者理解产品，从而提升评价，即使使能因素本身不一致也有正面效果。
Abstract The success of new incongruent products hinges largely on whether consumers can efficiently make sense of the product. One of the most efficient ways that people make sense of new objects is through feature-based association. Such associations often incorporate an enabler (e.g., the color green) to help make sense of a semantically related feature (e.g., vitamin enriched). Evidence from three studies suggests that marketers can strategically incorporate enablers in product design to help consumers make sense of an extremely incongruent feature. As a result, consumers tend to reflect more favorably on the product. Furthermore, the authors find that even if the enabler itself is incongruent and leads to lower evaluations on its own, when combined with an atypical feature the effect can still be positive. Thus, a small but semantically meaningful adjustment in design can help marketers successfully introduce extremely incongruent innovations.