Title

Understanding common attribute devaluation in multifunctional products

Document Type

Article

Date of Original Version

10-1-2013

Abstract

Multifunctional products are increasingly marketed, yet relatively little research exists on their effectiveness. Some research indicates that adding attributes enhances product perceptions, while other work suggests the opposite. Supporting the second conclusion, when both a multifunctional and specialized product contained the same attribute, consumers devalued the attribute in the multifunctional product when the two products were in the same choice set. This contrasting perspective is addressed by investigating which marketing strategies mitigate or even reverse common attribute devaluation. In three studies, positioning, price level, and supporting benefits are examined. Complete positioning mitigates common attribute devaluation in multifunctional products, but this effect is moderated by price level and supporting benefits. © 2013 M.E. Sharpe, Inc.

Publication Title

Journal of Marketing Theory and Practice

Volume

21

Issue

4

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