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|a 10.1086/510217
|2 doi
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|a (DE-627)JST045865116
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|a en
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|a Chernev, Alexander
|e verfasserin
|4 aut
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|a Jack of All Trades or Master of One? Product Differentiation and Compensatory Reasoning in Consumer Choice
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|c 2007
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|a Text
|b txt
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|a Computermedien
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|a Online-Ressource
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|a * 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.
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|a 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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|a © 2007 by JOURNAL OF CONSUMER RESEARCH, Inc.
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|a Behavioral Decision Theory
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|a Judgment and Decision Making
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|a Preferences
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|a Choice (Brand or Product Level)
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|a Pricing
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|a Behavioral sciences
|x Psychology
|x Cognitive psychology
|x Cognitive processes
|x Problem solving
|x Heuristics
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4 |
|a Behavioral sciences
|x Psychology
|x Cognitive psychology
|x Cognitive processes
|x Thought processes
|x Reasoning
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650 |
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4 |
|a Philosophy
|x Epistemology
|x Empiricism
|x Unobservables
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|a Health sciences
|x Medical sciences
|x Pharmaceutics
|x Pharmaceutical preparations
|x Recreational drugs
|x Performance enhancing substances
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|
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|a Philosophy
|x Metaphysics
|x Etiology
|x Causality
|x Causal explanations
|x Causal covariation
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|
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|a Business
|x Business operations
|x Commerce
|x Pricing
|x Price premiums
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|
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|a Economics
|x Economic principles
|x Economic efficiency
|x Efficient markets
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650 |
|
4 |
|a Applied sciences
|x Research methods
|x Observational research
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650 |
|
4 |
|a Business
|x Business operations
|x Commerce
|x Pricing
|x Functions of price
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650 |
|
4 |
|a Mathematics
|x Applied mathematics
|x Statistics
|x Applied statistics
|x Statistical results
|x Statistical interpretations
|x Saliency
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650 |
|
4 |
|a Behavioral sciences
|x Psychology
|x Cognitive psychology
|x Cognitive processes
|x Problem solving
|x Heuristics
|
650 |
|
4 |
|a Behavioral sciences
|x Psychology
|x Cognitive psychology
|x Cognitive processes
|x Thought processes
|x Reasoning
|
650 |
|
4 |
|a Philosophy
|x Epistemology
|x Empiricism
|x Unobservables
|
650 |
|
4 |
|a Health sciences
|x Medical sciences
|x Pharmaceutics
|x Pharmaceutical preparations
|x Recreational drugs
|x Performance enhancing substances
|
650 |
|
4 |
|a Philosophy
|x Metaphysics
|x Etiology
|x Causality
|x Causal explanations
|x Causal covariation
|
650 |
|
4 |
|a Business
|x Business operations
|x Commerce
|x Pricing
|x Price premiums
|
650 |
|
4 |
|a Economics
|x Economic principles
|x Economic efficiency
|x Efficient markets
|
650 |
|
4 |
|a Applied sciences
|x Research methods
|x Observational research
|
650 |
|
4 |
|a Business
|x Business operations
|x Commerce
|x Pricing
|x Functions of price
|
650 |
|
4 |
|a Mathematics
|x Applied mathematics
|x Statistics
|x Applied statistics
|x Statistical results
|x Statistical interpretations
|x Saliency
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650 |
|
4 |
|a Alexander
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655 |
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|a research-article
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773 |
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|i Enthalten in
|t Journal of Consumer Research
|d University of Chicago Press
|g 33(2007), 4, Seite 430-444
|w (DE-627)337810230
|w (DE-600)2063374-9
|x 15375277
|7 nnns
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|g volume:33
|g year:2007
|g number:4
|g pages:430-444
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|u https://www.jstor.org/stable/10.1086/510217
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|d 33
|j 2007
|e 4
|h 430-444
|