The Effect of Common Features on Brand Choice

Moderating Role of Attribute Importance

Bibliographic Data

ID2192302
AuthorsAlexander Chernev (0009-0004-6500-3066, Northwestern University, corresponding author), Alex Chernev
Year1997
Volume23
Issue4
Pages304
Publication date1997-03-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Consumer Research (JOURNAL)
Journal identifiersISSN: 0093-5301 • E-ISSN: 1537-5277
PublisherOxford University Press (OUP) (PUBLISHER)
DOI10.1086/209485
OpenAlexW2123603129
LanguageEN
Citations received10

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

Advertising · Brand equity · Business · Consumer choice · Contrast (vision) · Statistics · Value (mathematics) · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Market Behavior and Pricing · Economic and Environmental Valuation · Marketing · Mathematics

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