The impact of add-on features on consumer product evaluations

Bertini, Marco; Ofek, Elie; Ariely, Dan

doi:10.1037/e636742011-057

Cited by 28 publications

(68 citation statements)

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“…This study draws on the work of Bertini et al [6] to explore the impact on a base product where an alignable and a non-alignable addon are both present. In specific we hypothesize: H1: Where no other information is provided, a product will be less positively perceived when an alignable add-on is available as compared to when no add-on option exists.…”

Section: Aims and Objectivesmentioning

confidence: 99%

“…Until Bertini et al, [6] demonstrated that add-ons are used by consumers as inferential cues, such additions were mainly seen as price discriminators [12,13]. Ellison [1] considers add-ons as a typical price discrimination strategy, in which the base good, and the base good + add-on features, represent two distinct quality levels sold at different prices.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Drawing on the established literature surrounding inference formation [15], Bertini, et al, [6] propose that, under certain conditions, consumers draw conclusions about the value of a base good (the focal object) from a firm's decision to supply one or more add-on features (the contextual cues). They look to the attribute-alignability literature [16][17][18] to develop their hypotheses.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Recent research by Bertini et al [6] demonstrated that the mere availability of add-on features can also lead to significant changes in the perceived quality of a base good. The inferential effects of add-ons depended on whether the add-on features were alignable (in keeping with the core features of the product; e.g.…”

Section: Introductionmentioning

confidence: 99%

“…The Bertini et al [6] study considered a 'high quality' base product only -would the impact of add-ons vary with the quality of the base product?…”

Section: Introductionmentioning

confidence: 99%

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Examining the Impact of Add-on Product Features as an Inferential Cue

Anderson¹

2015

J Account Mark

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In many technology-based and service industries, firms offer "add-on" products to consumers who are purchasing (or have already purchased) a base product. For instance, electronic retailers usually offer a wide range of accessories (e.g. carrying cases, memory cards, keyboards, lenses) to consumers who purchase digital cameras or notebook computers. In the airline industry, service add-ons often include additional baggage allowance, alcoholic beverages, movies and gaming consoles, often sold separately.

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Section: Aims and Objectivesmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

“…The Bertini et al [6] study considered a 'high quality' base product only -would the impact of add-ons vary with the quality of the base product?…”

Section: Introductionmentioning

confidence: 99%

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Examining the Impact of Add-on Product Features as an Inferential Cue

Anderson¹

2015

J Account Mark

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Causal Models Drive Preference between Drugs that Treat a Focal versus Multiple Symptoms

Saporta-Sorozon

Danziger

Sloman

2017

Behavioral Decision Making

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This research examines the effects of causal beliefs on drug preference. In three studies, 374 undergraduate participants imagined that they suffered from a focal symptom and then indicated their preference between a drug claiming to treat only the focal symptom (single treatment) and a drug claiming to treat the focal symptom and a nonfocal symptom (dual treatment) they thought resulted from a common-cause or from a different cause. Participants who thought that the symptoms resulted from different causes significantly preferred the single treatment drug more and the dual treatment drug less than participants who thought the symptoms resulted from a common-cause. Process analysis yielded a significant mediation effect. Specifically, an individual's causal model determines preference by affecting the estimates of the potential gain and loss associated with using each drug. Participants who held a common-cause model concerning the source of the symptoms thought they would be more likely to need the nonfocal treatment provided by the dual treatment drug and less likely to suffer from side effects when taking this drug, than those with a different-cause model. The results demonstrate the influence of causal structure on judgment and choice.

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Perceived product creativity and mental contrasting: Desired future on consumers’ product replacement decisions

Sohn

Yoo

Han

2018

Psychology and Marketing

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Consumers often imagine what it would be like to own a new product. Does engaging in such thoughts on desired future impact consumers' purchase intentions, and if so, what is the underlying process? This study sets out to investigate the posed questions by assessing self-regulatory strategies consumers employ upon pondering on a desired future. Based on Oettingen's fantasy realization model, the authors take a comparative approach of two modes on desired future-mental contrasting and indulging-en route to purchase intentions. In mental contrasting, an individual juxtaposes a desired future with his/her present reality, whereas, indulging is simply envisioning a desired future. Contingent upon the perceived likelihood of fantasy realization, consumers in the mental-contrasting condition adjust their level-that is, high (low) for high (low) feasibility case-in goal commitment as well as in energization to achieve the desired future. In contrast, consumers in the indulging condition engage in moderate level of goal commitment-irrespective of the likelihood of fantasy realization. In a series of experiments, this study scrutinizes the fantasy realization model in context of attribute alignability/nonalignability, uncertainty in attribute meaningfulness and novelty, technological and psychological obsolescence en route to affecting the consumers' product purchase/upgrade intentions. Conceptually, this study is the first to adapt the fantasy realization model to the marketing context, and the authors provide managerial implications of their key findings.

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The impact of add-on features on consumer product evaluations

Cited by 28 publications

References 0 publications

Examining the Impact of Add-on Product Features as an Inferential Cue

Examining the Impact of Add-on Product Features as an Inferential Cue

Causal Models Drive Preference between Drugs that Treat a Focal versus Multiple Symptoms

Perceived product creativity and mental contrasting: Desired future on consumers’ product replacement decisions

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