The coherence and congruence of convergence in consumer electronics

Muhammad Zakky Azhari, Adi Zakaria Afiff

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)


Purpose – This paper aims to examine two important factors in developing convergence products: the congruence of basic product and the addition in terms of utilitarian or hedonic consumption goals, and the overall coherence of consumption goals. In recent years, the proliferation of convergence products, i.e. any product that combines two or more basic product functionalities in consumer electronics, is increasingly prevalent. For manufacturers, the lingering question in developing convergence products is what kind of basic product functionalities can be combined and can elicit favorable response from consumers. Design/methodology/approach – The study is a 2 × 2 × 2 experimental design, with basic product functionality’s consumption goals (utilitarian, hedonic) as the between-subject factor, and the additional product functionality’s consumption goals (utilitarian, hedonic) and the coherence of consumption goals (coherent addition, incoherent addition) as the two within-subject factors. Findings – It confirms and validates prior work on goal congruence effects. More importantly, this study finds that overall consumption goal coherence elicits higher value addition irrespective of goal congruence or incongruence on utilitarian or hedonic consumption goals. Research limitations/implications – In some literatures, the combination of two or more product functionalities from different product categories is considered as product bundling. While product bundling concept can be used in many different product categories, convergence product concept is utilized more specifically in consumer electronics. Practical implications – As convergence era offers wide opportunities for manufacturers to develop new convergence products, this study provides guidance as to what kind of new functionalities need to be added. Originality/value – Not only does the present research investigates the likely success of convergence products involving the congruence of basic product and the addition, but also in more comprehensive way by looking at the overall coherence of consumption goals.

Original languageEnglish
Pages (from-to)377-385
Number of pages9
JournalJournal of Product and Brand Management
Issue number4
Publication statusPublished - 20 Jul 2015


  • Consumption goals
  • Converged products
  • Goal coherence
  • Goal congruence
  • New product development


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