Searching For Dominance: the Effect of Similarity on Brand Choice

Alex Chernev, Duke University
[ to cite ]:
Alex Chernev (1996) ,"Searching For Dominance: the Effect of Similarity on Brand Choice", in NA - Advances in Consumer Research Volume 23, eds. Kim P. Corfman and John G. Lynch Jr., Provo, UT : Association for Consumer Research, Pages: 203.

Advances in Consumer Research Volume 23, 1996      Page 203

SEARCHING FOR DOMINANCE: THE EFFECT OF SIMILARITY ON BRAND CHOICE

Alex Chernev, Duke University

This paper examines the effects of similarity on brand choice and how dominance relationships between choice options moderate these effects. Presented research is based on the notion that consumers restructure choice problems in an attempt to minimize tradeoffs between choice options. Particularly, it is proposed that when consumers have a primary reason to choose an asymmetrically dominant alternative, increasing brand similarity on non-primary attributes is likely to increase the choice share of this option. It is argued that the tradeoff difficulty moderates the above effect and that more pronounced similarity effects are associated with more difficult tradeoffs.

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