The Effect of Product's Common Features on Brand Choice

제품의 공통속성이 상표선택에 미치는 영향 - 양자택일적 의사결정 상황의 실험연구 -

This study examined testing condition when consumers have a strong ordinal preference and in a absence of established ordinal for a given attribute, how adding common features to two brands in a given product category affects brand choice. Research findings presented in this study are generally consistent with the preference confirmation view of choice. The data provides support for the proposition that (1) the effect of common features is moderated by the relative importance of brand attributes(Hypothesis 1) and (2) in the presence of primary attribute adding common features increases the likelihood of choosing the brand with the best value on this attribute(Hypotheses 2).