The Incremental Utility of Adding New Functionalities to Products: the Role of Goal Congruence and Perceived Brand Quality

Tripat Gill, University of Ontario Institute of Technology, Canada
Jing Lei, University of Ontario Institute of Technology, Canada
This research investigates the effect of two factors - goal-congruence and perceived brand quality - on the incremental utility of adding new functionalities to products. It is proposed that goal congruence (i.e., the extent of similarity between the goals associated with the added functionality and the base product) moderates the incremental utility gained by high and low quality brands introducing such products. In an experimental study it is found that low quality brands gain more than high quality ones when congruent functionalities are added, while both low and high quality brands gain equally when incongruent functionalities are added to products.
[ to cite ]:
Tripat Gill and Jing Lei (2008) ,"The Incremental Utility of Adding New Functionalities to Products: the Role of Goal Congruence and Perceived Brand Quality", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 926-927.