 From quality to quantity: The role of common features in consumer preferenceYin Su, Li-Lin Rao, Xingshan Li, Yong Wang and Shu Li Journal of Economic Psychology, 2012, vol. 33, issue 6, 1043-1058 Abstract: Although previous studies of consumer choice have found that common features of alternatives are cancelled and that choices are based only on unique features, a recent study has suggested that common features are canceled only when they are irrelevant in regard to all unique features. The present study hypothesized that the role of a common feature in consumer choice depends on its quantity as well as its quality. Experiments 1 and 2 tested this hypothesis and the equate-to-differentiate account by varying the quality and the quantity of common features. Experiment 3 examined the cognitive process that was proposed to serve as the mechanism for the common feature effect using eye-tracking methodology. This study provided further insight into conditions when the cancellation-and-focus model applies. Study results revealed an attribute-based tradeoff process underlying multiple-attribute decision making, and suggested an avenue through which marketers might influence consumer choices. Keywords: Common features; Cancellation-and-focus model; Equate-to-differentiate approach; Eye-tracking; Attribute-based strategies (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joepsy:v:33:y:2012:i:6:p:1043-1058 DOI: 10.1016/j.joep.2012.07.002 Access Statistics for this article Journal of Economic Psychology is currently edited by G. Antonides and D. Read More articles in Journal of Economic Psychology from Elsevier |
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