The Impact of Meaningless Differentiation on Inaction Inertia

Customers often exhibit inaction inertia and turn down taking advantage of a good price discount on a product if it is not as good as a previously foregone deeper discount. In this paper, we show that the addition of a trivial attribute to the current product is sufficient to mitigate inaction inertia and restore purchase likelihood. However, the subtraction of a trivial attribute from the current product when it was offered with the foregone product does not exacerbate inaction inertia. We suggest that trivial attributes can be used in conjunction with price changes to maintain purchase likelihood across promotion cycles.


Piyush Kumar (2009) ,"The Impact of Meaningless Differentiation on Inaction Inertia", 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: 384-384.


Piyush Kumar, University of Georgia, USA


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

Share Proceeding

Featured papers

See More


Repeat Performances Decrease Consumer Perceptions of Authenticity

Rachel Gershon, Washington University, USA
Rosanna Smith, University of Georgia, USA

Read More


Is Congruity Desirable for Brand Extensions? A Conceptual and Meta-Analytic Review

Qian (Claire) Deng, University of Prince Edward Island
Paul Richard Messinger, University of Alberta, Canada

Read More


Q12. Exploring Effects of Perceived Authenticity Of Instagram Models on Aad and Buying Intentions

Heather Shoenberger, University of Oregon, USA
Eunjin Kim, Southern Methodist University, USA

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.