When innovation backfires: Preference for predictability moderates the spillover of functional food ambivalence to the entire parent category
研究发现，当功能性食品在健康与天然之间产生不可调和的权衡时，消费者的矛盾心理会从单个产品溢出到整个类别，且对低可预测性偏好的消费者影响更大。
The present research extends findings on when and why consumers (fail to) adopt innovative food products by showing that consideration or consumption of such products (functional foods) can backfire when they entail an inherent and incompatible trade-off between healthiness and naturalness. Four experiments, examining consumers’ willingness to buy, try, and actually consume such foods, show that this trade-off yields a sense of ambivalence that spills over from single product exemplars to negatively affecting (unrelated members of) the parent category of functional foods. However, this effect is not invariant across consumers. Ironically, it is more pronounced for consumers that tend to be more open to novel experiences and also more open to ambivalent feelings to occur—consumers with lower levels of the Preference for Predictability. Implications for marketing practice are discussed.