Jack of All Trades or Master of One? Product Differentiation and Compensatory Reasoning in Consumer Choice
This research examines consumer reactions to two common positioning strategies: a specialized‐positioning strategy in which an option is described by a single feature, and an all‐in‐one strategy in which an option is described by a combination of features. The empirical data reported in this article...
| Veröffentlicht in: | Journal of Consumer Research. - University of Chicago Press. - 33(2007), 4, Seite 430-444 |
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| Format: | Online-Aufsatz |
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2007
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| Zugriff auf das übergeordnete Werk: | Journal of Consumer Research |
| Schlagworte: | Behavioral Decision Theory Judgment and Decision Making Preferences Choice (Brand or Product Level) Pricing Behavioral sciences Philosophy Health sciences Business Economics mehr... |