'Having It All' May Not Always Be Good: the Effects of Complementary Traits and Belief in a Just World on Brand Evaluations

Steven Shepherd, Oklahoma State University, USA
Renaud Lunardo, Kedge Business School, France
In two experiments, we provide evidence that non-complementary brands – those whose products have monopoly on many of valued traits – are evaluated more negatively among people who value fairness and justice. Such brands can be seen as unfair and violate consumer’s expectations regarding tradeoffs between attributes.
[ to cite ]:
Steven Shepherd and Renaud Lunardo (2015) ,"'Having It All' May Not Always Be Good: the Effects of Complementary Traits and Belief in a Just World on Brand Evaluations", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 806-806.