Narrow focusing: Why the relative position of a good in its category matters more than it should

Narrow focusing: Why the relative position of a good in its category matters more than it should

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Article ID: iaor20061158
Country: United States
Volume: 24
Issue: 2
Start Page Number: 194
End Page Number: 205
Publication Date: Mar 2005
Journal: Marketing Science
Authors: , ,
Keywords: brand choice
Abstract:

This research examines whether a low-ranking member in a high-status category (e.g., low-end model of a high-end brand) or a high-ranking member in a low-status category (e.g., high-end model of a low-end brand) is favored, holding the objective qualities of the items constant. Brand equity research suggests that the quality of a brand is more important than the ranking of a product within a brand. Our research documents a robust ranking effect – whereby a high-ranking product in a low-status category is favored over a low-ranking product in a high-status category even when information on competing categories is made available. We explain this effect in terms of narrow focusing and evaluability, and we identify boundary conditions of the effect.

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