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The Role of Similarity and Dissimilarity Focus in Sequential Judgments of Physical Attractiveness

โœ Scribed by Cypryanska, Marzena; Bedynska, Sylwia; Golec de Zavala, Agnieszka

Book ID
127278792
Publisher
Heldref Publishing
Year
2012
Tongue
English
Weight
62 KB
Volume
152
Category
Article
ISSN
0022-4545

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The effect of a similarity versus dissimilarity focus in positioning strategy: The moderating role of consumer familiarity and product category
โœ Laurette Dubรฉ; Bernd H. Schmitt ๐Ÿ“‚ Article ๐Ÿ“… 1999 ๐Ÿ› John Wiley and Sons ๐ŸŒ English โš– 131 KB ๐Ÿ‘ 2 views

Results of three studies show that the effectiveness of positioning strategies based on similarity and dissimilarity vis-a `-vis other brands or with respect to the product category as a whole is moderated by the degree of familiarity of the consumer with the objects of comparison (Study 1) and by t