Understanding Common Attribute Devaluation in Multifunctional Products

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 spe...

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Bibliographic Details
Published in:Journal of marketing theory and practice 2013-10, Vol.21 (4), p.389-404
Main Authors: Ozcan, Timucin, Sheinin, Daniel A.
Format: Article
Language:English
Subjects:
Consumers
Devaluation
Global positioning systems
GPS
Market strategy
Marketing
Perceptions
Price levels
Product choice
Product image
Studies
Toothpaste
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Summary: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.
ISSN:1069-6679
1944-7175
DOI:10.2753/MTP1069-6679210403