The reduced and enhanced impact of shared features on individual brand evaluations

Brunner, T. A. and Wänke, Michaela. (2006) The reduced and enhanced impact of shared features on individual brand evaluations. Journal of consumer psychology, Vol. 16, H. 2. pp. 101-111.

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Official URL: http://edoc.unibas.ch/dok/A5250730

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In 3 studies, consumers received information about products that had either positive or negative features in common. When they evaluated the products shortly afterward, the common features had little influence on their evaluations, and this was true regardless of whether they had made a preference rating, a similarity rating, or no rating at all before reporting these evaluations. In all cases, consumers apparently used one of the brands spontaneously as a standard of comparison for the other and, in doing so, discounted their common features. When their evaluation was delayed, however, shared features had greater impact. Two factors appear to be operating in the latter conditions. First, the alternative brand is less accessible and, therefore, is less likely to be used as a standard of comparison. Second, shared features are easier to recall than unique features, so they have a disproportional influence for this reason.
Faculties and Departments:07 Faculty of Psychology > Departement Psychologie > Ehemalige Einheiten Psychologie > Sozial- und Wirtschaftspsychologie (Wänke)
UniBasel Contributors:Wänke, Michaela
Item Type:Article, refereed
Article Subtype:Research Article
Note:Publication type according to Uni Basel Research Database: Journal article
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Last Modified:22 Mar 2012 14:25
Deposited On:22 Mar 2012 13:44

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