The effect of common features on brand choice: Moderating role of attribute importance

Alex Chernev*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

42 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)304-311
Number of pages8
JournalJournal of Consumer Research
Volume23
Issue number4
DOIs
StatePublished - Jan 1 1997

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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