How do consumers categorize new hybrid products?

This article investigates how consumers categorize new hybrid products (NHPs). Given the limitations of the classical theories of categorization in the specific case of NHP, affordance, mobilized infrequently in marketing, turned out to be a useful categorization concept. Five types of NHP categorizations by consumers, based on the degree of affordance (low vs. high) and type of innovation (incremental vs. radical), have been detected and filled a gap in the literature on the subject.