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To be different or to be average?
[Die Attraktivität des Durchschnittsprodukts]

Author

Listed:
  • Jan R. Landwehr

    (Universität St. Gallen)

  • Andreas Herrmann

    (Universität St. Gallen)

  • Mark Heitmann

    (Christian-Albrechts-Universität zu Kiel)

Abstract

Marketers tend to look for unique market positions for their products. In their few, it is best when their products deviate from other products significantly. Empirical investigations with faces in cognitive psychology show the people tend to prefer prototypical stimuli — a phenomenon referred to as beauty in average effect. A study in the automotive market demonstrates that this insight holds not just for faces but also for cars. This finding has implications for segment specific car design and for the management of variants.

Suggested Citation

  • Jan R. Landwehr & Andreas Herrmann & Mark Heitmann, 2009. "To be different or to be average? [Die Attraktivität des Durchschnittsprodukts]," Schmalenbach Journal of Business Research, Springer, vol. 61(3), pages 226-250, May.
    • Handle: RePEc:spr:sjobre:v:61:y:2009:i:3:d:10.1007_bf03372821
    DOI: 10.1007/BF03372821
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    References listed on IDEAS

    as
    1. Tian, Kelly Tepper & Bearden, William O & Hunter, Gary L, 2001. "Consumer's Need for Uniqueness: Scale Development and Validation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 50-66, June.
    2. Veryzer, Robert W, Jr & Hutchinson, J Wesley, 1998. "The Influence of Unity and Prototypicality on Aesthetic Responses to New Product Designs," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 374-394, March.
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    4. David L. Deephouse, 1999. "To be different, or to be the same? It’s a question (and theory) of strategic balance," Strategic Management Journal, Wiley Blackwell, vol. 20(2), pages 147-166, February.
    5. Anders Gustafsson & Andreas Herrmann & Frank Huber, 2007. "Conjoint Analysis as an Instrument of Market Research Practice," Springer Books, in: Anders Gustafsson & Andreas Herrmann & Frank Huber (ed.), Conjoint Measurement, edition 0, chapter 1, pages 3-30, Springer.
    6. Joseph F. Porac & Howard Thomas & Charles Baden‐Fuller, 1989. "Competitive Groups As Cognitive Communities: The Case Of Scottish Knitwear Manufacturers," Journal of Management Studies, Wiley Blackwell, vol. 26(4), pages 397-416, July.
    7. Andreas Herrmann & René Befurt & Mark Heitmann & Hans Berger, 2007. "Alles für die Marke? Produktdesign im Konflikt zwischen einer markenkonformen und einer eigenständigen Produktliniengestaltung," Schmalenbach Journal of Business Research, Springer, vol. 59(8), pages 1055-1079, December.
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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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