The Moderating Effect of Product Category Knowledge and Attribute Importance on the Attraction Effect |
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Authors: | Malaviya Prashant Sivakumar K |
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Institution: | (1) Department of Managerial Studies (M/C 243), University of Illinois at Chicago, 601 South Morgan Street, Chicago, IL, 60607;(2) Department of Managerial Studies (M/C 243), University of Illinois at Chicago, 601 South Morgan Street, Chicago, IL, 60607 |
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Abstract: | This paper explores the moderating effect of product category knowledge and attribute importance on the attraction effect. The results of our study point to several boundary conditions of the effect. For consumers who have a moderate level of product category knowledge, and for consumers who assign more importance to one product attribute over the other, the attraction effect was strongest. In contrast, the attraction effect was diminished, in some cases to insignificant levels, for consumers with a high or low level of product category knowledge, and for consumers who consider both product attributes about equally important. |
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Keywords: | Attraction effect product knowledge attribute importance |
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