What is a Leather Iron or a Bird Phone? Using Conceptual Combinations to Generate and Understand New Product Concepts

This article introduces the framework of conceptual combinations, which underlies the creative ability to combine existing concepts to create new ones. Using this framework, two creative processes are identified, namely, (a) property mapping (PM), which entails combining concepts by transferring a property from one concept to another (e.g., shape in the case of notebook computers); and (b) relation linking (RL), which entails linking the two combining concepts by a thematic relation (e.g., the “locative” relation in desktop computers). The effect of these processes on the comprehension of new product concepts is investigated in two experimental studies. In Study 1 it is shown that novel products created by RL are easier to interpret than the ones created by PM. In Study 2 it is found that new products combining concepts from different super-ordinate categories are more likely interpreted by RL, and are easier to comprehend than the ones from the same super-ordinate category, which use PM. The theoretical and managerial implications of using conceptual combinations in the context of new product ideation are discussed.