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 |
| Veröffentlicht: |
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... |
| Zusammenfassung: | 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 demonstrate that a product specializing on a single attribute is perceived to be superior on that attribute relative to an all‐in‐one option, even when this attribute is exactly the same for both options. It is further shown that the observed devaluation of the all‐in‐one option can be mitigated by introducing another attribute on which the all‐in‐one option is inferior to the specialized option. |
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| Beschreibung: | * Alexander Chernev is associate professor of marketing, Kellogg School of Management, Northwestern University, Evanston, IL 60208 ( achnorthwestern.edu ). The author thanks Gregory Carpenter, Pierre Chandon, Ryan Hamilton, the editor, associate editor, and the three anonymous reviewers for their constructive comments. This research has benefited from seminars at the University of Pennsylvania and Cornell University. |
| ISSN: | 15375277 |
| DOI: | 10.1086/510217 |