IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02086666.html
   My bibliography  Save this paper

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

Author

Listed:
  • Christophe Bezes

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

  • Maria Mercanti-Guérin

    (CNAM - Conservatoire National des Arts et Métiers [CNAM], 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
    as

    Download full text from publisher

    File URL: https://hal.science/hal-02086666/document
    Download Restriction: no
    File URL: https://libkey.io/10.1177/2051570716676258?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Hutchinson, J Wesley & Alba, Joseph W, 1991. "Ignoring Irrelevant Information: Situational Determinants of Consumer Learning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(3), pages 325-345, December.
    2. Frenkel Ter Hofstede & Michel Wedel & Jan-Benedict E.M. Steenkamp, 2002. "Identifying Spatial Segments in International Markets," Marketing Science, INFORMS, vol. 21(2), pages 160-177, July.
    3. Sujan, Mita, 1985. "Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(1), pages 31-46, June.
    4. Ozanne, Julie L & Brucks, Merrie & Grewal, Dhruv, 1992. "A Study of Information Search Behavior during the Categorization of New Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 452-463, March.
    5. Jean-Philippe Galan, 2009. "Musique et réponses à la publicité: effets des caractéristiques, de l'appréciation et de la congruence musicales," Post-Print hal-02055054, HAL.
    6. Cohen, Joel B & Basu, Kunal, 1987. "Alternative Models of Categorization: Toward a Contingent Processing Framework," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 455-472, March.
    7. Roger Shepard, 1962. "The analysis of proximities: Multidimensional scaling with an unknown distance function. II," Psychometrika, Springer;The Psychometric Society, vol. 27(3), pages 219-246, September.
    8. Stayman, Douglas M & Alden, Dana L & Smith, Karen H, 1992. "Some Effects of Schematic Processing on Consumer Expectations and Disconfirmation Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(2), pages 240-255, September.
    9. Johnson, Michael D, 1984. "Consumer Choice Strategies for Comparing Noncomparable Alternatives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(3), pages 741-753, December.
    10. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    11. Sandor Czellar, 2003. "Consumer attitude toward brand extensions : An Integrative Model and Research Propositions," Post-Print hal-00480357, HAL.
    12. Huifang Mao & Babu John Mariadoss & Raj Echambadi & Pavan Chennamaneni, 2012. "Brand extensions via complements or substitutes: The moderating role of manufacturing transferability," Marketing Letters, Springer, vol. 23(1), pages 279-292, March.
    13. Heckler, Susan E & Childers, Terry L, 1992. "The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 475-492, March.
    14. Virginie Maille & Nathalie Fleck, 2011. "Congruence perçue par le consommateur: vers une clarification du concept, de sa formation et de sa mesure," Post-Print hal-02055298, HAL.
    15. Gregan-Paxton, Jennifer & John, Deborah Roedder, 1997. "Consumer Learning by Analogy: A Model of Internal Knowledge Transfer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(3), pages 266-284, December.
    16. S. Dimitriadis, 1993. "L'extension des marques et des enseignes : Cadre conceptuel et problématique managériale," Post-Print hal-02016001, HAL.
    17. Roger Shepard, 1962. "The analysis of proximities: Multidimensional scaling with an unknown distance function. I," Psychometrika, Springer;The Psychometric Society, vol. 27(2), pages 125-140, June.
    18. Bénédicte Bourcier-Bequaert & Virginie De Barnier, 2014. "Les effets de l'âge du mannequin sur les consommateurs séniors et sur la marque présente dans la publicité: le rôle de la similarité," Post-Print hal-01830281, HAL.
    19. J.-J. Cegarra & Dwight Merunka, 1993. "Les extensions de marque : Concepts et modèles," Post-Print hal-02015229, HAL.
    20. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    21. Hirschman, Elizabeth C, 1980. "Innovativeness, Novelty Seeking, and Consumer Creativity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 7(3), pages 283-295, December.
    22. Poncin, Ingrid & Pieters, Rik & Ambaye, Michele, 2006. "Cross-advertisement affectivity: The influence of similarity between commercials and processing modes of consumers on advertising processing," Journal of Business Research, Elsevier, vol. 59(6), pages 745-754, June.
    23. Moon, Youngme, 2000. "Intimate Exchanges: Using Computers to Elicit Self-Disclosure from Consumers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(4), pages 323-339, March.
    24. Bénédicte Bourcier Béaquaert & Virginie de Barnier, 2014. "Les effets de l'âge du mannequin sur les consommateurs séniors et sur la marque présente dans la publicité: le rôle de la similarité," Post-Print hal-01472763, HAL.
    25. Meyers-Levy, Joan & Tybout, Alice M, 1989. "Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 39-54, June.
    26. P. Aurier, 1993. "Analyse de la structure des marchés Le point sur les modèles," Post-Print hal-02015317, HAL.
    27. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    28. Lan Jiang & Joandrea Hoegg & Darren W. Dahl & Amitava Chattopadhyay, 2010. "The Persuasive Role of Incidental Similarity on Attitudes and Purchase Intentions in a Sales Context," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 778-791, February.
    29. M. Pham, 1996. "Heuristiques et biais décisionnels en marketing," Post-Print hal-02016824, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Maria Mercanti-Guérin, 2021. "Social Downgrading on Consumer Values and Practices: A Transgenerational Perspective," Post-Print hal-03329251, HAL.
    2. repec:eur:ejserj:621 is not listed on IDEAS

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gaëlle Pantin-Sohier & Caroline Lancelot Miltgen, 2012. "L'impact des stimuli informationnels d'un nouveau produit alimentaire sur les réactions affectives et cognitives du consommateur," Post-Print hal-01117036, HAL.
    2. Christophe Bezes, 2010. "Tout ce qui est congruent, est-il similaire ? Propositions de définition du concept de congruence en marketing," Post-Print hal-00573441, HAL.
    3. Roest, Henk & Rindfleisch, Aric, 2010. "The influence of quality cues and typicality cues on restaurant purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 17(1), pages 10-18.
    4. Christophe Bèzes & M. Mercanti-Guerin, 2017. "La similarité en marketing : périmètre, mesure et champs d'application," Post-Print hal-02008205, HAL.
    5. Jiayu Qian & Jee-Sun Park, 2021. "Influencer-brand fit and brand dilution in China’s luxury market: the moderating role of self-concept clarity," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 199-220, March.
    6. Georgios Halkias & Flora Kokkinaki, 2010. "Attention, Memory, and Evaluation of Schema Incongruent Brand Messages. An Empirical Study," Labsi Experimental Economics Laboratory University of Siena 032, University of Siena.
    7. Simon Blanchard & Wayne DeSarbo & A. Atalay & Nukhet Harmancioglu, 2012. "Identifying consumer heterogeneity in unobserved categories," Marketing Letters, Springer, vol. 23(1), pages 177-194, March.
    8. Deng, Qian (Claire) & Messinger, Paul R., 2022. "Dimensions of brand-extension fit," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 764-787.
    9. Schoormans, Jan P. L. & Robben, Henry S. J., 1997. "The effect of new package design on product attention, categorization and evaluation," Journal of Economic Psychology, Elsevier, vol. 18(2-3), pages 271-287, April.
    10. Devetag, M Giovanna, 1999. "From Utilities to Mental Models: A Critical Survey on Decision Rules and Cognition in Consumer Choice," Industrial and Corporate Change, Oxford University Press and the Associazione ICC, vol. 8(2), pages 289-351, June.
    11. Murray, John & Elms, Jonathan & Teller, Christoph, 2017. "Examining the role of store design on consumers’ cross-sectional perceptions of retail brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 147-156.
    12. Roggeveen, Anne L. & Goodstein, Ronald C. & Grewal, Dhruv, 2014. "Improving the Effect of Guarantees: The Role of a Retailer's Reputation," Journal of Retailing, Elsevier, vol. 90(1), pages 27-39.
    13. Punj, Girish & Moon, Junyean, 2002. "Positioning options for achieving brand association: a psychological categorization framework," Journal of Business Research, Elsevier, vol. 55(4), pages 275-283, April.
    14. Jurca Maria Alina & Plăiaș Ioan, 2013. "Schema Congruity - A Basis For Evaluating Ambient Advertising Effectiveness," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1765-1774, July.
    15. Giulia Cancellieri & Gino Cattani & Simone Ferriani, 2022. "Tradition as a resource: Robust and radical interpretations of operatic tradition in the Italian opera industry, 1989–2011," Strategic Management Journal, Wiley Blackwell, vol. 43(13), pages 2703-2741, December.
    16. Cao, Lanlan & Manthiou, Aikaterini & Ayadi, Kafia, 2022. "Extension and customer reaction on sharing economy platforms: The role of customer inertia," Journal of Business Research, Elsevier, vol. 144(C), pages 513-522.
    17. Yasir Ali Soomro & Muzzaffar Ali Issani & Shahzad Nasim, 2016. "Consumer Perceived Brand Concept & Close Brand Extension: A Multi-Mediation Model Analysis," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 12(1), pages 347-359.
    18. Sheng, Shibin & Pan, Yue, 2009. "Bundling as a new product introduction strategy: The role of brand image and bundle features," Journal of Retailing and Consumer Services, Elsevier, vol. 16(5), pages 367-376.
    19. Khandeparkar, Kapil, 2014. "The role of complementarity and partner brand price level in new product introduction strategy using bundle offers: A study on the quality perception of bundle components," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 992-1000.
    20. Davies, Antony & Cline, Thomas W., 2005. "A consumer behavior approach to modeling monopolistic competition," Journal of Economic Psychology, Elsevier, vol. 26(6), pages 797-826, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-02086666. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.