Specification Seeking: How Product Specifications Influence Consumer Preference
AbstractWe offer a framework about when and how specifications (e.g., megapixels of a camera and number of air bags in a massage chair) influence consumer preferences and report five studies that test the framework. Studies 1-3 show that even when consumers can directly experience the relevant products and the specifications carry little or no new information, their preference is still influenced by specifications, including specifications that are self-generated and by definition spurious and specifications that the respondents themselves deem uninformative. Studies 4 and 5 show that relative to choice, hedonic preference (liking) is more stable and less influenced by specifications. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..
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Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 35 (2009)
Issue (Month): 6 (04)
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Web page: http://www.journals.uchicago.edu/JCR/
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- Wen Mao & Harmen Oppewal, 2012. "The attraction effect is more pronounced for consumers who rely on intuitive reasoning," Marketing Letters, Springer, vol. 23(1), pages 339-351, March.
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