Meaningful brands from meaningless differentiation: The dependence on irrelevant attributes
Carpenter, Glazer and Nakamoto examine brands that differentiate on an attribute that appears to create a meaningful difference but is, on inspection, irrelevant to consumers. They argue that buyers may infer that such an attribute is relevant under certain conditions, outline that inference process and its conditions, and report experiments in three product categories that support the analysis. Journal of Marketing Research 31(3), 1994; first author Gregory S. Carpenter.
Carpenter, Glazer and Nakamoto examine brands that differentiate on an attribute that appears to create a meaningful difference but is, on inspection, irrelevant to consumers. They argue that buyers may infer that such an attribute is relevant under certain conditions, outline that inference process and its conditions, and report experiments in three product categories that support the analysis. Journal of Marketing Research 31(3), 1994; first author Gregory S. Carpenter.
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Carpenter, G. S., Glazer, R., & Nakamoto, K. (1994). Meaningful brands from meaningless differentiation: The dependence on irrelevant attributes. Journal of Marketing Research, 31(3). doi:10.1177/002224379403100302 https://doi.org/10.1177/002224379403100302