The Effect of Adding Novel Attributes to Hedonic vs. Utilitarian Base: Role of Holistic vs. Analytic Thinking Style

Combining theories of the goal-derived product evaluation and holistic versus analytic thinking style, authors investigate effects adding novel attributes on new evaluation. While one may predict that be appealing to consumers as it provides benefits, propose that, in some cases, not. The current research investigates consumers’ view attribute addition depends attribute’s goal congruence with consumption goals base product, which hedonic or utilitarian nature. Further, style moderates effect such congruence. Study 1 examines asymmetric towards products when a goal-incongruent (vs.congruent) is added either product. When (vs. utilitarian) by nature, show lower evaluations for (utilitarian) compared goal-congruent (hedonic) attributes. 2 moderating role style. results indicate promoting congruent) attributes, using effectively increases an 3 replicates studies prove generalizability different stimuli. These findings have implications positioning promotion strategies.