Drawing on dual process theory from psycholinguistics, results reveal that, in order for respondents to develop preferences for hybrids from dissimilar categories the products underlying the hybrid need to be structurally aligned based on links between individual functions, and that these links also need to be situated in concrete consumer goals (study 1). In addition, it was found that category similarity interacts with these two factors (study 2). Specifically, prompting the potential consumer to think about structural alignment and consumer goals increased the success of hybrids made up of dissimilar products, but decreased the success of hybrids involving similar products.