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.



Citation:

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.

Authors

Charan Bagga, Ivey Business School, Western University, Canada
Niraj Dawar, Ivey Business School, Western University, Canada



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Mistaking the Journey for the Destination: Overestimating the Fruits of (More) Labor

Eva C Buechel, University of Southern California, USA
Carey K. Morewedge, Boston University, USA
Jiao Zhang, University of Oregon, USA

Read More

Featured

When People Stop Being Nice and Start Getting “Real”: Use of Identity Labels for Stigmatized Groups

Esther Uduehi, University of Pennsylvania, USA
Americus Reed, University of Pennsylvania, USA

Read More

Featured

Memory-Based Models of Predicting Inferences about Brand Quality

Yvetta Simonyan, University of Bath, UK
Dan Goldstein, Microsoft Research

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.