Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
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Attribute Resemblance and Preference for Products: Moderating Effect of Attribute Familiarity

  • Received : 2023.03.01
  • Accepted : 2023.03.27
  • Published : 2023.04.30
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Abstract

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.

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