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, Volume 47, Issue 4, pp 148–162 | Cite as

Werbung mit irrelevanten Produktattributen

  • Heribert Gierl
  • Tina Großmann
Irrelevante Produktattribute
  • 328 Downloads

Abstract

In this article we describe four types of so-called irrelevant attributes which are often used in marketing practice. First, we give some examples to illustrate these types. Then we present theories explaining the effects of these irrelevant attributes on product attractiveness. We give an overview of relevant studies published in literature and add findings from new experiments to the existing literature. The results show that there is neither a general positive nor a general negative effect of irrelevant attributes. Depending on the type of an irrelevant attribute and its valence a positive or a negative effect on product attractiveness can be observed.

Keywords

Produktdifferenzierung Konversationsnormen Biased Hypothesis Testing Anchoring & Adjustment Schematheorie 

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Copyright information

© Springer 2008

Authors and Affiliations

  • Heribert Gierl
    • 1
  • Tina Großmann
    • 1
  1. 1.Lehrstuhl für Betriebswirtschaftslehre mit dem Schwerpunkt Marketing an der Universität AugsburgAugsburg

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