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The Effect of Common Features on Brand Choice: Moderating Role of Attribute Importance

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  • Chernev, Alex

Abstract

In this article, the effect of common features on brand choice and the moderating role of attribute importance are examined. It is argued that when brand attributes differ in importance, common features are likely to enhance consumer preferences for the option with the best value on the most important attribute, thus further polarizing brands' choice shares. In contrast, when attributes are similar in their importance, common features are likely to have an opposite effect, equalizing brands' shares. The data provide support for these propositions. Copyright 1997 by the University of Chicago.

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  • Chernev, Alex, 1997. "The Effect of Common Features on Brand Choice: Moderating Role of Attribute Importance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(4), pages 304-311, March.
    • Handle: RePEc:oup:jconrs:v:23:y:1997:i:4:p:304-11
    DOI: 10.1086/209485
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    Cited by:

    1. Johnson, F. Reed & Ozdemir, Semra & Phillips, Kathryn A., 2010. "Effects of simplifying choice tasks on estimates of taste heterogeneity in stated-choice surveys," Social Science & Medicine, Elsevier, vol. 70(2), pages 183-190, January.
    2. Eugene J. S. Won, 2007. "—A Theoretical Investigation of the Effects of Similarity on Brand Choice Using the Elimination-by-Tree Model," Marketing Science, INFORMS, vol. 26(6), pages 868-875, 11-12.
    3. Goh, Kevin & Uncles, Mark, 2003. "The benefits of airline global alliances: an empirical assessment of the perceptions of business travelers," Transportation Research Part A: Policy and Practice, Elsevier, vol. 37(6), pages 479-497, July.
    4. van Dam, Ynte K. & van Trijp, Hans C.M., 2011. "Cognitive and motivational structure of sustainability," Journal of Economic Psychology, Elsevier, vol. 32(5), pages 726-741.
    5. Anish Nagpal & Adwait Khare & Tilottama Chowdhury & Lauren Labrecque & Ameet Pandit, 2011. "The impact of the amount of available information on decision delay: The role of common features," Marketing Letters, Springer, vol. 22(4), pages 405-421, November.
    6. Kim, Kilsun & Chhajed, Dilip, 2000. "Commonality in product design: Cost saving, valuation change and cannibalization," European Journal of Operational Research, Elsevier, vol. 125(3), pages 602-621, September.
    7. Waller, William S. & Zimbelman, Mark F., 2003. "A cognitive footprint in archival data: Generalizing the dilution effect from laboratory to field settings," Organizational Behavior and Human Decision Processes, Elsevier, vol. 91(2), pages 254-268, July.
    8. Mejía, Victor D. & Aurier, Philippe & Huaman-Ramirez, Richard, 2021. "Disentangling the respective impacts of assortment size and alignability on perceived assortment variety," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    9. Sang Yong Kim & Richard Staelin, 1999. "Manufacturer Allowances and Retailer Pass-Through Rates in a Competitive Environment," Marketing Science, INFORMS, vol. 18(1), pages 59-76.
    10. Rene Quiñones & Linda J. Hayes & Steven C. Hayes, 2000. "On the benefits of collaboration: consumer psychology, behavioral economics and relational frame theory," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 21(3-4), pages 159-165.
    11. Su, Yin & Rao, Li-Lin & Li, Xingshan & Wang, Yong & Li, Shu, 2012. "From quality to quantity: The role of common features in consumer preference," Journal of Economic Psychology, Elsevier, vol. 33(6), pages 1043-1058.

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