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Parity Product Features Can Enhance or Dilute Brand Evaluation: The Influence of Goal Orientation and Presentation Format

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  • Prashant Malaviya
  • Brian Sternthal

Abstract

Two studies examine the impact of adding parity features to an advertising message that compares a dominant target brand to a competitor. We document that in some instances the presence of parity features prompts more favorable target evaluations (enhancement), whereas in others it results in more negative evaluations of the target (dilution). We predict when each of these outcomes will occur on the basis of a fit between an individual's regulatory goal focus and the means of goal pursuit depicted in the message presentation. Enhancement occurs when there is a fit between an individual's regulatory goal and how message information is presented, and dilution occurs when there is nonfit. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Prashant Malaviya & Brian Sternthal, 2009. "Parity Product Features Can Enhance or Dilute Brand Evaluation: The Influence of Goal Orientation and Presentation Format," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(1), pages 112-121, June.
    • Handle: RePEc:oup:jconrs:v:36:y:2009:i:1:p:112-121
    DOI: 10.1086/595717
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    Cited by:

    1. Ashraf, Abdul R. & Thongpapanl, Narongsak (Tek), 2015. "Connecting with and Converting Shoppers into Customers: Investigating the Role of Regulatory Fit in the Online Customer's Decision-making Process," Journal of Interactive Marketing, Elsevier, vol. 32(C), pages 13-25.
    2. Wanshu Niu & Liqiang Huang & Xixi Li & Jie Zhang & Mingliang Chen, 2023. "Beyond the review information: an investigation of individual- and group-based presentation forms of review information," Information Technology and Management, Springer, vol. 24(2), pages 159-176, June.
    3. Schill, Marie & Shaw, Deirdre, 2016. "Recycling today, sustainability tomorrow: Effects of psychological distance on behavioural practice," European Management Journal, Elsevier, vol. 34(4), pages 349-362.
    4. Gierl, Heribert & Stiegelmayr, Karin, 2012. "Erzeugt nicht-diagnostische Information einen Reihenfolge-Effekt im Fall der attributweisen Informationspräsentation?," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 66(2), pages 127-152.
    5. Xiaomei Wang & Lin Zhang & Xiaoyu Jiang & Jia Wang, 2021. "Promoting Water Conservation Based on the Matching Effect of Regulatory Focus and Emotion," IJERPH, MDPI, vol. 18(4), pages 1-12, February.
    6. Jin, Liyin & Hu, Bingyan & He, Yanqun, 2014. "The Recent versus The Out-Dated: An Experimental Examination of the Time-Variant Effects of Online Consumer Reviews," Journal of Retailing, Elsevier, vol. 90(4), pages 552-566.
    7. Yao, Qing & Chen, Rong, 2014. "Gift Cards and Gifted Cash: The Impact of Fit between Gift Type and Message Construal," Journal of Retailing, Elsevier, vol. 90(4), pages 481-492.
    8. Rohaizan Baru & W. Aeshah Ameiha W. Ahmad & Mohd Shahril Othman & Syed Hadhzrullatfhi Syed Omar, 2014. "The Spiritual Competence Aspect in Counselling Service," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 2(10), pages 469-478.
    9. Che Mohd Zulkifli Che Omar & Ahmad Haris & Anas Tajudin & Nur Fadiah Abd Hadi, 2014. "Entrepreneurial Strategic Planning on Business Performance: Relationship between Marketing and Business Performance," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 2(9), pages 418-425.
    10. Petersen, Francine Espinoza & Dretsch, Heather Johnson & Komarova Loureiro, Yuliya, 2018. "Who needs a reason to indulge? Happiness following reason-based indulgent consumption," International Journal of Research in Marketing, Elsevier, vol. 35(1), pages 170-184.

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