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Similarity in marketing: Scope, measurement, and fields of application
[La similarité en marketing : périmètre, mesure et champs d'application]

Author

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  • Christophe Bezes

    (ISTEC - Institut supérieur des Sciences, Techniques et Economie Commerciales - ISTEC)

  • Maria Mercanti-Guérin

    (CNAM - Conservatoire National des Arts et Métiers [CNAM] - HESAM - HESAM Université - Communauté d'universités et d'établissements Hautes écoles Sorbonne Arts et métiers université, DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

Abstract

The concept of similarity is central to marketing research. Its fields of application are very varied. Yet this concept, which is more complex than it seems, is still poorly understood. It must be distinguished from other closely related concepts such as similitude, difference, fit and congruence. This paper shows that the type of similarity used (literal or relational) has different effects on consumers' cognitive processes. This can dramatically alter the results of an experiment. The same applies to the type of measurement used.

Suggested Citation

  • Christophe Bezes & Maria Mercanti-Guérin, 2017. "Similarity in marketing: Scope, measurement, and fields of application [La similarité en marketing : périmètre, mesure et champs d'application]," Post-Print hal-02086666, HAL.
    • Handle: RePEc:hal:journl:hal-02086666
    DOI: 10.1177/2051570716676258
    Note: View the original document on HAL open archive server: https://hal.science/hal-02086666
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