This research examines consumer reactions to three common positioning strategies used for luxury items: a specialized-positioning strategy in which an option is described by a single feature, an all-in-one strategy in which an option is described by a combination of features and an abstract or subjective positioning strategy in which an option is described in abstract or subjective terms. The empirical data reported in this article demonstrate that a product specializing on an all-in-one option is perceived to be superior to the other positions even on the attributes relative to the other options, even when this attribute is exactly the same for the other options. It is further shown that the zero sum heuristic does not hold for the perceived value of luxury products.
|Advisor:||Wright, Russell, Butler, Cliff, Miller, Charles|
|Department:||School of Business|
|School Location:||United States -- Washington|
|Source:||DAI-A 71/07, Dissertation Abstracts International|
|Subjects:||Marketing, Behavioral psychology|
|Keywords:||Automobile, Consumer behavior, Consumer choice, Consumer reactions, Decision making, Percieved value, Positioning, Product differentiation, Value|
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