When Nothing Means Everything: Consumer Evaluations of Specialized and Unspecialized Products

Gabriela Tonietto, Washington University in St. Louis, USA
Brittney Dalton, Washington University in St. Louis, USA
Stephen Nowlis, Washington University in St. Louis, USA
There are a number of strategies that companies can use when positioning products. This research focuses on three such strategies that vary in their degree of specialization. We propose that consumers infer that unspecialized products will fulfill all there specific needs, leading to greater preferences for unspecialized than specialized products.
[ to cite ]:
Gabriela Tonietto, Brittney Dalton, and Stephen Nowlis (2012) ,"When Nothing Means Everything: Consumer Evaluations of Specialized and Unspecialized Products", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1140-1140.