Consumer’S Prference For (Dis)Similar Alternatives: the Moderating Role of Product Familiarity

Literature on consumer choice models indicates that choice probability decreases with the increasing similarity of a brand’s attributes to those of other brands, whereas consumer behavior theories suggest that attribute similarity is positively related with brand preference. This study attempts to integrate these two opposing views, and proposes that familiarity with products being evaluated moderates the effects of attribute similarity on choice. Multinomial logit analyses of discrete conjoint choice data and a laboratory experiment present converging evidence suggesting that when products are less (more) familiar, consumers are more likely to chose a brand that is more similar (dissimilar) to others.


Kwanho Suk and Song-Oh Yoon (2009) ,"Consumer’S Prference For (Dis)Similar Alternatives: the Moderating Role of Product Familiarity", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 185-186.


Kwanho Suk, Korea University, Korea
Song-Oh Yoon, Korea University, Korea


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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