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The Influence of Product Variety on Brand Perception and Choice

Author

Listed:
  • Jonah Berger

    () (Graduate School of Business, Stanford University, Memorial Way, Stanford, California 94305)

  • Michaela Draganska

    () (Graduate School of Business, Stanford University, Memorial Way, Stanford, California 94305)

  • Itamar Simonson

    () (Graduate School of Business, Stanford University, Memorial Way, Stanford, California 94305)

Abstract

We propose that the variety a brand offers often serves as a quality cue and thus influences which brand consumers choose. Specifically, brands that offer a greater variety of options that appear compatible and require similar skills tend to be perceived as having greater category expertise or core competency in the category, which, in turn, enhances their perceived quality and purchase likelihood. Six studies support this proposition and demonstrate that compared to brands which offer fewer products, (a) brands which offer increased compatible variety are perceived as having higher quality; (b) this effect is mediated by product variety's impact on perceived expertise; (c) the higher perceived quality produces a greater choice share of the higher variety brand, even among consumers who select options that multiple brands offer and (d) product variety also impacts post-experience perceptions of taste. The findings suggest that in addition to directly affecting brand choice share through influencing the fit with consumer preferences, product line length can also indirectly affect brand choice through influencing perceived brand quality.

Suggested Citation

  • Jonah Berger & Michaela Draganska & Itamar Simonson, 2007. "The Influence of Product Variety on Brand Perception and Choice," Marketing Science, INFORMS, vol. 26(4), pages 460-472, 07-08.
  • Handle: RePEc:inm:ormksc:v:26:y:2007:i:4:p:460-472
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    File URL: http://dx.doi.org/10.1287/mksc.1060.0253
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    References listed on IDEAS

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    Cited by:

    1. Barbara Kahn & Alexander Chernev & Ulf Böckenholt & Kate Bundorf & Michaela Draganska & Ryan Hamilton & Robert Meyer & Klaus Wertenbroch, 2014. "Consumer and managerial goals in assortment choice and design," Marketing Letters, Springer, vol. 25(3), pages 293-303, September.
    2. repec:eee:joreco:v:34:y:2017:i:c:p:117-137 is not listed on IDEAS
    3. Jha, Ashish K. & Bose, Indranil & Ngai, Eric W.T., 2016. "Platform based innovation: The case of Bosch India," International Journal of Production Economics, Elsevier, vol. 171(P2), pages 250-265.
    4. Yan, Huan & Chang, En-Chung & Chou, Ting-Jui & Tang, Xiaofei, 2015. "The over-categorization effect: How the number of categorizations influences shoppers' perceptions of variety and satisfaction," Journal of Business Research, Elsevier, vol. 68(3), pages 631-638.
    5. repec:eee:joreco:v:34:y:2017:i:c:p:209-218 is not listed on IDEAS
    6. Aaker, Jennifer & Vohs, Kathleen D. & Mogilner, Cassie, 2010. "Non-profits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter," Research Papers 2047, Stanford University, Graduate School of Business.
    7. repec:eee:jouret:v:91:y:2015:i:2:p:326-342 is not listed on IDEAS
    8. Guodong (Gordon) Gao & Lorin M. Hitt, 2012. "Information Technology and Trademarks: Implications for Product Variety," Management Science, INFORMS, vol. 58(6), pages 1211-1226, June.
    9. repec:eee:joreco:v:25:y:2015:i:c:p:12-21 is not listed on IDEAS
    10. repec:oup:jconrs:v:43:y:2016:i:2:p:210-229. is not listed on IDEAS
    11. repec:eee:jouret:v:89:y:2013:i:4:p:397-408 is not listed on IDEAS
    12. Um, Juneho & Lyons, Andrew & Lam, Hugo K.S. & Cheng, T.C.E. & Dominguez-Pery, Carine, 2017. "Product variety management and supply chain performance: A capability perspective on their relationships and competitiveness implications," International Journal of Production Economics, Elsevier, vol. 187(C), pages 15-26.
    13. repec:eee:ijrema:v:29:y:2012:i:2:p:202-209 is not listed on IDEAS

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