Characteristic, Beneficial, and Image Attributes in Consumer Judgments of Similarity and Preference

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Abstract
This article investigates the assumption that similar products are similarly liked. An examination of previous research reveals a subtle discrepancy—what is important to consumers when judging the similarity of products does not necessarily match what is important to them when evaluating products for purchase. In an empirical study, we examine this discrepancy and focus on the role of different kinds of attributes. We find that beneficial attributes were relatively more important in preference assessments than in similarity judgments. Alternatively, characteristic attributes were relatively less important in preference assessments than in similarity judgments. Unexpectedly, image attributes were relatively less important in preference assessment than in similarity judgments. These results provide insights into why “me too” products may not succeed.

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