TITLE

Meaningless Differentiation Revisited

AUTHOR(S)
Broniarczyk, Susan M.; Gershoff, Andrew D.
PUB. DATE
January 1997
SOURCE
Advances in Consumer Research;1997, Vol. 24 Issue 1, p223
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Article
ABSTRACT
Recent research by Carpenter, Glazer, and Nakamoto (1994) suggests that brands can gain a competitive advantage with "mean- ingless" differentiation, even if consumers are aware of its irrel- evance. Two experiments are presented that investigate the role that the attribute's label and the decision context play in the consumer inference process associated with meaningless differen- tiation. Results show that attribute inferences regarding the value of the unique attribute depend on the attractiveness of the differen- tiated label and its correspondence with the irrelevance disclosure. Additionally, the impact of meaningless differentiation on con- sumer choice was shown to depend on the degree of meaningful differentiation between the alternatives.
ACCESSION #
83112708

 

Related Articles

  • The Impact of Brand Differentiating Messages on the Effectiveness of Korean Advertising. Taylor, Charles R.; Wilson, R. Dale; Miracle, Gordon E. // Journal of International Marketing;1994, Vol. 2 Issue 4, p31 

    Many U.S. advertisers have long stressed the need to use the advertising message to differentiate a brand from its major competitors. This conventional wisdom has been supported empirically by Stewart and Furse's (1986) study of more than 1,000 television commercials, which found a positive...

  • BRAND DESIGN TAKES MORE THAN STYLE. Wheaton, Ken; Light, Larry // Advertising Age;11/6/2006, Vol. 77 Issue 45, p74 

    The article discusses the process of brand design and how it should not be approached just from a aesthetic perspective but from a multi-sensory perspective. According to the article, brand design should also involve a consumer connection to the brand (which are concepts like values and...

  • Implications for Asymmetry, Nonproportionality, and Heterogeneity in Brand Switching from Piece-wise Exponential Mixture Hazard Models. Wedel, Michel; Kamakura, Wagner A.; Hofstede, Frenkel ter; DeSarbo, Wayne S. // Journal of Marketing Research (JMR);Nov95, Vol. 32 Issue 4, p457 

    The authors develop a class of mixtures of piece-wise exponential hazard models for the analysis of brand switching behavior. The models enable the effects of marketing variables to change nonproportionally over time and can, simultaneously; be used to identity segments among which switching and...

  • A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness. Steenkamp, Jan-Benedict E.M.; Hofstede, Frenkel ter; Wedel, Michel // Journal of Marketing;Apr99, Vol. 63 Issue 2, p55 

    The authors examine antecedents of consumer innovativeness in a cross-national context. They propose a framework that distinguishes individual difference variables and national cultural variables. Two types of individual difference variables are considered: personal values and...

  • Why Is the Trivial Important? A Reasons-Based Account for the Effects of Trivial Attributes on Choice. Brown, Christina L.; Carpenter, Gregory S. // Journal of Consumer Research;Mar2000, Vol. 26 Issue 4, p372 

    Consumers sometimes treat trivial attributes as though they were critically important in the sense that they have a significant impact on choice. We propose a reasons-based account to explain the valuation of trivial attributes and in particular why valuation is in some cases positive and in...

  • BRAND CATEGORIZATION STRATEGIES IN AN EXTENSIVE PROBLEM SOLVING SITUATION: A STUDY OF UNIVERSITY CHOICE. Laroche, Michael; Rosenblatt, Jerry; Sinclair, Ian // Advances in Consumer Research;1984, Vol. 11 Issue 1, p175 

    This paper examines consumer brand categorization processes. Specifically, it deals with the Brisoux-Laroche brand categorization paradigm. In the context of university choice, the evoked, hold, foggy and reject set categorizations are determined. Moreover, the authors address the issues of...

  • Meaningful Brands From Meaningless Differentiation: The Dependence on Irrelevant Attributes. Carpenter, Gregory S.; Glazer, Rashi; Nakamoto, Ken // Journal of Marketing Research (JMR);Aug1994, Vol. 31 Issue 3, p339 

    Conventional product differentiation strategies prescribe distinguishing a product or brand from competitors' on the basis of an attribute that is relevant, meaningful, and valuable to consumers. However, brands also successfully differentiate on an attribute that appears to create a meaningful...

  • Meaningful Brands From Meaningless Differentiation: The Dependence on Irrelevant Attributes. Carpenter, Gregory S.; Glazer, Rashi; Nakamoto, Ken // Journal of Marketing Research (JMR);Aug1994, Vol. 31 Issue 3, p339 

    Conventional product differentiation strategies prescribe distinguishing a product or brand from competitors' on the basis of an attribute that is relevant, meaningful, and valuable to consumers. However, brands also successfully differentiate on an attribute that appears to create a meaningful...

  • Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture. Alden, Dana L.; Steenkamp, Jan-Benedict E. M.; Batra, Rajeev // Journal of Marketing;Jan99, Vol. 63 Issue 1, p75 

    In this study, the authors examine the emergence of brand positioning strategies in advertising that parallel the growth of the global marketplace. A new construct, global consumer culture positioning (GCCP), is proposed, operationalized, and tested. This construct associates the brand with a...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics