Conditions Under Which "Trivial" Attributes Become Important in Consumer Judgment

We argue that consumers pay more attention and consider trivial attributes more important when they can help consumers achieve some additional goal (i.e. a goal not directly related to the function of the product) that they are anxious about. Because this effect is hypothesized to stem from consumers desire to reduce anxiety surrounding a particular goal, we further predict that consumers high in self-confidence (i.e. individuals confident in their ability to achieve their goals) will be less affected by the presence of the trivial attribute. In two experiments, we find that trivial attributes are more important to anxious consumers and that this effect is moderated by consumer self-confidence.


Na Xiao, Peter Dacin, and Laurence Ashworth (2010) ,"Conditions Under Which "Trivial" Attributes Become Important in Consumer Judgment", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 934-935 .


Na Xiao, Queen's University, Ireland, UK
Peter Dacin, Queen's University, Canada
Laurence Ashworth, Queen's University, Canada


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


What’s Your Construct? Exploring the Different Definitions and Operationalizations of Scarcity

Kelly Goldsmith, Vanderbilt University, USA
Rebecca Hamilton, Georgetown University, USA
Caroline Roux, Concordia University, Canada
meng zhu, Johns Hopkins University

Read More


Paying to Be Social? How Materialism Shapes Spending on Friends

William Ding, Washington State University, USA
David Sprott, Washington State University, USA
Andrew Perkins, Washington State University, USA

Read More


Don’t Stop! Partitioning Increases Satiation to Food

Cammy Crolic, University of Oxford
Yang Yang, University of Florida, USA
Yangjie Gu, HEC Paris, France

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.