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Technological progress has been enabling companies to add disparate features to their products. This research investigates the effect of adding more features on consumers´ evaluation of the product, by examining in particular the role of the congruity of the features added with the base product as a variable the moderates the effect of increasing the number of features. Grounding on schema-congruity theory, I propose that the cognitive elaboration associated with the product congruity of the features added explains consumers´ evaluation as the number of new features increases. In particular, it is shown that consumers perceive a benefit from increasing the number of features only when these features are congruent with the product.

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De Angelis, Matteo
Graduated with honors from LUISS, he obtained a Ph.D. in Business Management at the University of Bologna. He is Assistant Professor at LUISS and a lecturer at the LUISS MBA. He is the author of a monograph and several international articles published in some of the most prestigious international marketing magazines.

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