The Influence of Irrelevant Features on Brand Preference: Accentuation and Dilution Effects


Speaker


Abstract

Economic reasoning would predict that there is no effect of the presence or absence of irrelevant features on the evaluation of a target object. Nevertheless, research has documented that the inclusion of irrelevant features does affect target evaluation. In some investigations, the addition of these features enhanced evaluations (accentuation), whereas in other situations it resulted in more negative evaluations of the target (dilution). In this paper, we document both of these outcomes, and account for them in terms of the fit between an individual's goal, specifically regulatory goal orientation, and the means of goal pursuit, as represented by the message presentation. Accentuation occurs when there is fit between goal orientation and goal pursuit, which occurs when the product features are presented to those with a promotion goal focus in a manner that implies a locomotion means of goal pursuit and to those with a prevention goal focus in a manner that implies an assessment means of goal pursuit. Dilution occurs when fit between goals and means is undermined. This occurs when locomotion is limited for those with a promotion focus or when assessment is undermined for those with a prevention focus. These outcomes provide evidence that the inclusion of irrelevant features prompts fit or lack of fit between a regulatory orientation and the means of goal pursuit, which in turn, induces a subjective feeling that is transferred to the target object.

 

 

Information: Dr.ir. Peeter Verlegh, 010-4082732, pverlegh@rsm.nl