• Asia Marketing Journal
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• v.13 no.4
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• pp.1-27
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• 2012

Extending the findings of Rajagopal and Burnkrant (2009), this research examines the moderating role of consumers' goals (i.e., head category-relevant goal vs. modifier category-relevant goal) in the effects of two different interpretation strategies (i.e., relational interpretation vs. property interpretation) on product beliefs and attitudes toward hybrid products. In the current research, we make two predictions. First, we predict that both head category and modifier category beliefs will be higher under property interpretations than under relational interpretations in the modifier category-relevant goal priming conditions, whereas there will be no significant differences between each product category beliefs across the two interpretation conditions in the head category-relevant goal priming conditions. Second, we predict that attitudes toward hybrid products will be higher under property interpretations than under relational interpretations in the modifier category-relevant goal priming conditions, whereas there will be no significant differences between the attitudes toward hybrid products across the two interpretation conditions in the head category-relevant goal priming conditions. These predictions are tested and confirmed in two experiments. Finally, we discuss theoretical and practical implications of our findings and develop directions for future research.

• Language and Information
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• v.2 no.1
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• pp.157-176
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• 1998

This paper claims that beneficiary adjuncts are best analyzed as involving external predication in a version of grammatical framework called Head-driven Phrase Structure Grammar. This paper also claims that verbal catefories need to include the attribute INDEX among their semantic components in order to account for the external predication proposed in this paper. This paper distinguishes between recipient and beneficiary reles and assumes that the former is a semantic argument of a verb-type relation and that the latter is an adjunct which makes a semantic contribution as a modifier. This approach achives a unified analysis of modification phenomena of nominal and verbal categories and it can also accomodate Parson's(1990) idea that a verbal category denotes a set of events, not just an event.