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Marketing Strategy for Unusual Brand Differentiation : Trivial Attribute Effect

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  • M. Deniz Dalman
  • Junhong Min

    (MTU - Michigan Technological University)

Abstract

"This research investigates that brand differentiation creating superior values can be achieved not only by adding meaningful attributes but also meaningless attributes, which is called "trivial attribute effect." Two studies provided empirical evidences as following; first, trivial attribute effect creates a strong brand differentiation even after subjects realize that trivial attribute has no value. Second, trivial attribute effect is more pronounced in hedonic service category compared to the utilitarian category. Last, the amount of willingness to pay is higher when trivial attribute is presented and evaluated in joint evaluation mode than separate evaluation mode. Finally, we conclude with discussion and provide suggestions for further research."

Suggested Citation

  • M. Deniz Dalman & Junhong Min, 2014. "Marketing Strategy for Unusual Brand Differentiation : Trivial Attribute Effect," Post-Print hal-04325784, HAL.
    • Handle: RePEc:hal:journl:hal-04325784
    DOI: 10.5539/ijms.v6n5p63
    Note: View the original document on HAL open archive server: https://hal.science/hal-04325784
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    References listed on IDEAS

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    1. Simona Botti & Ann L. McGill, 2011. "The Locus of Choice: Personal Causality and Satisfaction with Hedonic and Utilitarian Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(6), pages 1065-1078.
    2. Miljkovic, Dragan & Gong, Jian & Lehrke, Linda, 2009. "The Effects of Trivial Attributes on Choice of Food Products," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 38(2), pages 1-11, October.
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