**4. Findings and discussion**

Our main results, derived from the content thematic analysis, underline (i) the perceived ambiguity of the Flip Phone and the difficulties in categorizing it, raising so a high perceived risk associated with its acquisition; (ii) the role of affordances and perceived similarity in assigning this new product to existing (or new) categories; and (iii) the role of design components in predicting/assessing the uses and performance of the Flip Phone. In detailing these results, we include some representative comments from the respondents to highlight the nodes or categories of meaning.
