Attribute Resemblance and Preference for Products: Moderating Effect of Attribute Familiarity
نویسندگان
چکیده
This research examines how consumer preferences for products are affected by attribute resemblance, which refers to the degree a product is similar with other that being evaluated together. It expected influence of resemblance on attitude and choice moderated familiarity, tested in three empirical studies. Studies 1 2 examine effects toward show positive stronger when less (vs. more) familiar. Study 3 tests can have negative because increase competition options. For choice, has attributes familiar but more
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ژورنال
عنوان ژورنال: Asia Marketing Journal
سال: 2023
ISSN: ['1598-7868']
DOI: https://doi.org/10.53728/2765-6500.1605