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From quality to quantity: The role of common features in consumer preference

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  • Su, Yin
  • Rao, Li-Lin
  • Li, Xingshan
  • Wang, Yong
  • Li, Shu
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    Abstract

    Although previous studies of consumer choice have found that common features of alternatives are cancelled and that choices are based only on unique features, a recent study has suggested that common features are canceled only when they are irrelevant in regard to all unique features. The present study hypothesized that the role of a common feature in consumer choice depends on its quantity as well as its quality. Experiments 1 and 2 tested this hypothesis and the equate-to-differentiate account by varying the quality and the quantity of common features. Experiment 3 examined the cognitive process that was proposed to serve as the mechanism for the common feature effect using eye-tracking methodology. This study provided further insight into conditions when the cancellation-and-focus model applies. Study results revealed an attribute-based tradeoff process underlying multiple-attribute decision making, and suggested an avenue through which marketers might influence consumer choices.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0167487012000712
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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Economic Psychology.

    Volume (Year): 33 (2012)
    Issue (Month): 6 ()
    Pages: 1043-1058

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    Handle: RePEc:eee:joepsy:v:33:y:2012:i:6:p:1043-1058

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    Web page: http://www.elsevier.com/locate/joep

    Related research

    Keywords: Common features; Cancellation-and-focus model; Equate-to-differentiate approach; Eye-tracking; Attribute-based strategies;

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