Marketing Strategy for Unusual Brand Differentiation: Trivial Attribute Effect

Abstract

This research investigates that brand differentiation creating superior values can be achieved not only by adding meaningful attributes but also meaningless attributes, which is called "trivial attribute effect." Two studies provided empirical evidences as following; first, trivial attribute effect creates a strong brand differentiation even after subjects realize that trivial attribute has no value. Second, trivial attribute effect is more pronounced in hedonic service category compared to the utilitarian category. Last, the amount of willingness to pay is higher when trivial attribute is presented and evaluated in joint evaluation mode than separate evaluation mode. Finally, we conclude with discussion and provide suggestions for further research.

Effects of absence positioning of unknown product ingredients on consumer evaluations

“…Broniarczyk and Gershoff (2003) show that while affecting both high- and low-equity brands positively when their value is disclosed, unique unknown attributes have a stronger positive impact on high-equity brands than on low-equity brands. Thompson et al (2005) demonstrate that preference for more attributes, even if they are unknown or meaningless to customers, could be explained by consumers’ desire for more product capabilities preceding choice, whereas Dalman and Min (2014) find that the trivial attribute effect impacts hedonic services more than utilitarian ones.…”