Trivial Gets Central
Our paper studies whether dominant (non-dominant) brands gain choice share and improve evaluations by differentiating on the basis of trivial attributes (TA). We study this in scenarios that disclose (do not disclose) the irrelevance of TAs. Finally, we investigate if the first mover TA strategy of dominant (non-dominant) brands is sustainable.
Charan Bagga and Niraj Dawar (2012) ,"Trivial Gets Central", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1138-1138.
Charan Bagga, Ivey Business School, Western University, Canada
Niraj Dawar, Ivey Business School, Western University, Canada
NA - Advances in Consumer Research Volume 40 | 2012
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