To be different or to be average?

Die Attraktivität des Durchschnittsprodukts

Jan R. Landwehr (), Andreas Herrmann () and Mark Heitmann ()
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Jan R. Landwehr: Universität St. Gallen
Andreas Herrmann: Universität St. Gallen
Mark Heitmann: Christian-Albrechts-Universität zu Kiel

Schmalenbach Journal of Business Research, 2009, vol. 61, issue 3, 226-250

Abstract: Abstract Marketers tend to look for unique market positions for their products. In their few, it is best when their products deviate from other products significantly. Empirical investigations with faces in cognitive psychology show the people tend to prefer prototypical stimuli — a phenomenon referred to as beauty in average effect. A study in the automotive market demonstrates that this insight holds not just for faces but also for cars. This finding has implications for segment specific car design and for the management of variants.

Keywords: M3; M30; Customer Preferences; Fluency; Linear Mixed Models; Morphing; Product Design; Product Positioning; Segmentation; Fluency; Kundenpräferenzen; Linear Mixed Models; Morphing; Produktdesign; Produktpositionierung; Segmentierung (search for similar items in EconPapers)
Date: 2009
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DOI: 10.1007/BF03372821

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