Attribute Resemblance and Preference for Products: Moderating Effect of Attribute Familiarity

This research examines how consumer preferences for products are affected by attribute resemblance, which refers to the degree to which a product is similar with other products that are being evaluated together. It is expected that the influence of attribute resemblance on attitude and choice is mod...

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Bibliographic Details
Published inAsia Marketing Journal (Online) Vol. 25; no. 1; pp. 3 - 14
Main Author Kwanho Suk
Format Journal Article
LanguageKorean
Published 2023
Subjects
Typicality
Attribute resemblance
Choice
Similarity
Attitude toward the product
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Summary:This research examines how consumer preferences for products are affected by attribute resemblance, which refers to the degree to which a product is similar with other products that are being evaluated together. It is expected that the influence of attribute resemblance on attitude and choice is moderated by attribute familiarity, which is tested in three empirical studies. Studies 1 and 2 examine the effects on the attitude toward the product and show that the positive influence of attribute resemblance on attitude is stronger when attribute are less (vs. more) familiar. Study 3 tests the effects on choice for which attribute resemblance can have a negative influence because of the increase in the competition with similar options. For choice, the attribute resemblance has a positive influence when attributes are less familiar but has a negative influence when attributes are more familiar.
Bibliography:KISTI1.1003/JNL.JAKO202317936085832
ISSN:1598-7868
2765-6500