The Effect of Common Features on Brand Choice: Moderating Role of Attribute Importance

Alex Chernev

Journal of Consumer Research, 1997, vol. 23, issue 4, 304-11

Abstract: In this article, the effect of common features on brand choice and the moderating role of attribute importance are examined. It is argued that when brand attributes differ in importance, common features are likely to enhance consumer preferences for the option with the best value on the most important attribute, thus further polarizing brands' choice shares. In contrast, when attributes are similar in their importance, common features are likely to have an opposite effect, equalizing brands' shares. The data provide support for these propositions. Copyright 1997 by the University of Chicago.

Date: 1997
References: Add references at CitEc
Citations: View citations in EconPapers (11)

Downloads: (external link)
http://dx.doi.org/10.1086/209485 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:23:y:1997:i:4:p:304-11

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().