The effect of product similarity and comparative product attributes on category substitution

UM > Faculty of Business Administration > DEPARTMENT OF MANAGEMENT AND MARKETING

Status	已發表Published
	The effect of product similarity and comparative product attributes on category substitution
	Pornpitakpan, C.; Yuan, Y.
	2013-06-01
Source Publication	Proceedings of the Tenth World Congress of the Academy for Global Business Advancement (AGBA)
Pages	714-729
Publication Place	Bangkok, Thailand
Publisher	Academy for Global Business Advancement
Abstract	The schema incongruity, context of assimilation vs. contrast, and self-construal frameworks are used to predict the effect of product similarity and comparative product attributes on category substitution. The experiment uses a 2 (similarity between the target product and the comparison product: relatively similar versus dissimilar) by 3 (comparative product attributes of the target product: common to the comparison product, distinct from the comparison product, and a combination of common and distinct attributes) between-subjects factorial design with 300 Thai undergraduate students. It finds that when the target product and the comparison product are relatively similar, ads showing a combination of common and distinct attributes of the target product generate more-favorable attitudes toward the ad and the new use and use intentions than do ads showing either common or distinct attributes. In contrast, when the two products are dissimilar, ads emphasizing distinct attributes of the target product induce more-favorable attitudes toward the ad and the new use and use intentions than do ads showing a combination of common and distinct attributes or showing attributes common to both products. Contributions and implications of the research are discussed.
Keyword	product similarity schema incongruity self-construal category substitution
Language	英語English
The Source to Article	PB_Publication
PUB ID	9549
Document Type	Conference paper
Collection	DEPARTMENT OF MANAGEMENT AND MARKETING
Corresponding Author	Pornpitakpan, C.
Recommended Citation GB/T 7714	Pornpitakpan, C.,Yuan, Y.. The effect of product similarity and comparative product attributes on category substitution[C], Bangkok, Thailand:Academy for Global Business Advancement, 2013, 714-729.
APA	Pornpitakpan, C.., & Yuan, Y. (2013). The effect of product similarity and comparative product attributes on category substitution. Proceedings of the Tenth World Congress of the Academy for Global Business Advancement (AGBA), 714-729.

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