差異化營銷策略外文文獻翻譯

1、文獻出處:Dalman,M.Deniz,andJunhongMin.MarketingStrategyforUnusualBrandDifferentiation:TrivialAttributeEffect.InternationalJournalofMarketingStudies6.5(2014):63-72.原文MarketingStrategyforUnusualBrandDifferentiation:TrivialAttributeEffectDalman,M.Deniz&JunhongMinAbstractThisresearchinvestigatesthatbranddif

2、ferentiationcreatingsuperiorvaluescanbeachievednotonlybyaddingmeaningfulattributesbutalsomeaninglessattributes,whichiscalledtrivialattributeeffect.Twostudiesprovidedempiricalevidencesasfollowing;first,trivialattributeeffectcreatesastrongbranddifferentiationevenaftersubjectsrealizethattrivialattribut

3、ehasnovalue.Second,trivialattributeeffectismorepronouncedinhedonicservicecategorycomparedtotheutilitariancategory.Last,theamountofwillingnesstopayishigherwhentrivialattributeispresentedandevaluatedinjointevaluationmodethanseparateevaluationmode.Finally,weconcludewithdiscussionandprovidesuggestionsfo

4、rfurtherresearch.Keywords:branddifferentiation,evaluationmode,serviceindustry,trivialattributeIntroductionProblemDefinitionPerhapsthemostimportantfactorfornewproductsuccessistocreatethemeaningfulbranddifferentiationthatprovidescustomerswithsuperiorvaluesbeyondwhatthecompetitorscanofferinthesameindus

5、try(Porter,1985).Notsurprisingly,morethan50percentofannualsalesinconsumerproductindustriesincludingautomobiles,biotechnology,computersoftware,andpharmaceuticalsareattributedtosuchmeaningfulbranddifferentiationbyincludingnewornobleattributes(Schilling&Hill,1998).However,thebranddifferentiationthatinc

6、reasesconsumerpreferenceisnotonlybyintroducingmeaningfulattributesbutalsomeaninglessattributes.Forexample,itisnotunusualtoseebrandsdifferentiatingthemselvesinthemarketplacebyaddingsomenon-importantattributestotheirofferings(e.g.,Coca-ColasSshapebottle,PanteneshampoowithvitaminsorFolgerscoffeechangin

7、gtheshapeofcoffeeparticles).Thesenon-importantortrivialattributesasthemarketingliteraturesuggestsareattributesthatappearsvaluablebut,oncloserexamination,isirrelevantortrivialtocreatingtheimpliedbenefit(Carpenter,Glazer,&Nakamoto,1994,p.339).Inmarketing,thesuccessfulbranddifferentiationbytrivialattri

8、buteshasbeendiscussedandexplainedbythreedifferentresearchstreams.First,researchontrivialattributeshasshownthatofferingtheseattributesincreasebrandsbuyinglikelihoodbygivingconsumersreasonsorrationalforchoice(Brown&Carpenter,2000).Interestingly,evenafterconsumersrealizedthatthebranddifferentiationbytr

9、ivialattributedidntcreateanymeaningfuldifferentiation,theirbrandchoicewasthesame(Carpenteretal.,1994).Second,Miljkovic,Gong,andLehrke(2009)findthatthistrivialattributeeffectonbranddifferentiationdependsonthechoiceset.Specifically,theyfindthatwhenthechoicesetconsistsofatleastthreebrands-whereeachbran

10、disstrongoncertainattributesanditisdifficultforconsumerstomakeachoice,offeringatrivialattributeservesasatie-breakerandthusincreasesthebuyinglikelihoodofthatbrand.Last,literaturerevealsthatbranddifferentiationcanbeobtainedbyhowcompetingbrandsarepresentedandevaluatedeitherseparatelyorjointlywhichiscal

11、ledtheevaluationmodeeffect.Hsee,Loewenstein,Blount,andBazerman(1999)introducethetwotypesofevaluationmodes:separateevaluationandjointevaluation.Separateevaluationdescribestheevaluationcontextinwhichbrandsareevaluatedoneatatime.Jointevaluationmeansthatthebrandsareevaluatedsimultaneously.Inparticular,j

12、ointevaluationincreasestransparencywhencompetingbrandsareevaluated(Chatterjee,Heath,&Min,2009).Thus,whenabrandwithtrivialattributeispresentedandevaluatedjointlywithanotherbrandwithouttrivialattribute,consumersareeasytoidentifyuniquenessofthebrandwithtrivialattribute,whichresultsinbranddifferentiatio

13、nandbrandpreference.Studiesintheevaluationmodeliteraturecontinuetoprovidestrongempiricalevidencesthattheevaluationmodeeffectisparticularlystrongwhenconsumersneedtoevaluatebrandswithuncertainty(Chatterjeeetal.,2009;Hseeetal.,1999).ThePurposeofThisResearchAlthoughourknowledgeoftrivialattributeeffectha

14、sbeengreatlyenhanced,howthetrivialattributeaffectsbrandevaluationhasneverbeenstudiedfromtheperspectiveofproductdevelopmentandmarketingstrategy.Ourresearchaimstofillthegapbyofferingempiricalevidencesfromtwostudies.Thegoalsofthispaperisfourthfolds;1)Canbrandsincreasetheirchoicelikelihoodbyaddingsometr

15、ivialattributes,2)Doesthiseffectdependonthenatureofthecategory(i.e.hedonicvs.utilitarian),3)Doesthetypeoftrivialattributes(hedonicvs.utilitarian)affecttheconsumerresponsetothesetrivialattributes,andfinally4)Howcanmarketingmanagerseffectivelycommunicateabrandwithtrivialattribute?Toreachthesegoals,int

16、hefirststudy,wereviewtrivialattributeeffect,andtesthowitcreatesthebranddifferentiationinservicesector.Then,inthesecondstudy,wediscussabouttheevaluationmodeliterature,andtestthattheeffectwhethertrivialattributeismoresalientinjointevaluationorseparateevaluationmode.Finally,weconcludewithdiscussionandp

17、rovidesuggestionsforfurtherresearch.TheoreticalBackgroundTrivialAttributeEffectonServiceChoiceTrivialattributesaredefinedastheattributesthatdonotcreatemeaningfuldifferentiationinevaluationofalternatives(Broniarczyk&Gershoff,2003;Miljkovicetal.,2009).Consumerstreatthistrivialinformationintheadvantage

18、ofbrandsthatofferthemevenwhentheyareinformedbeforedecision-makingaboutthetriviality(Carpenteretal.,1994).BrownandCarpenter(2000)explainthisadvantagewiththereasonsbasedaccount.Theyarguethatconsumersprefertochooseonthebasisofeasilyjustified,cognitivelyavailablereasons(Brown&Carpenter,2000).Thus,whenth

19、eoptionscannotbechosenbasedonimportantattributes,consumersneedtorelyontrivialattributesthatcreatebranddifferentiation(Shafir,Simonson,&Tversky,1993).Thequestionaboutwhattoaddtotheofferingtoincreaseitsvalueisespeciallyimportantforservices(Devlin,1998),asitismoredifficulttocreateacompetitiveadvantagei

20、nserviceindustries(Storey&Easingwood,1998).Themainreasonisthatunlikephysicalgoods,servicesareintangibleandconsumersoftenfaceaproblemofidentifyingthenecessaryattributesinservicesforevaluation.Thus,theyenduponlyrelyingonbrandcomparisonsonthebasisofselectedattributes(Gabott&Hogg,1994;Rust&Chung,2006).T

21、herefore,servicescreatemoreuncertaintyforconsumersthanphysicalgoodsatthepurchasestage.Whenadecisioncantbejustifiedonrelevantattributes,consumersformargumentsbasedontrivialattributesevenaftertheyaretoldaboutthetrivialityoftheattribute(Albrecht,Neumann,Haber,&Bauer,2011).Therefore,withtheamountofuncer

22、taintyinservicesandthedifficultyofevaluatingattributesasmentionedabove,consumersarelikelytousetrivialattributeswhentheyarefacedwithanambiguouschoicesetevenaftertheyaretoldaboutthetriviality.Wepositthehypothesisasfollows;H1:Thechoicelikelihoodofserviceproviderthatoffersatrivialattributewillbehigherth

23、anthatdoesnotoffer.Comparedtophysicalgoods,servicesarebasedoninformationprocessing(Rust&Chung,2006)andhowtheinformationisprocesseddependsonwhethertheserviceisutilitarianorhedonic(Hirschman&Holbrook,1982).AccordingtoBatraandAhtola(1991),consumershavethesetwomotivesinachoicecontext.Hedonicservicesarer

24、elatedtofunandpleasure(Babin,Darden,&Griffin,1994)whereasutilitarianservicesarerelatedtofunctionality(Strahilevitz&Myers,1998).Inachoicecontext,theoutcomesofthesetwotypesofservicesarevalueddifferentlyastheutilitarianoutcomedependsonobjectivestandardswhereashedoniconesdependonsubjective(discretionary

25、)standards(Botti&McGill,2010).Moreover,BottiandMcGill(2010)arguethathedonicmotivesaresoughtasanenditselfwhereasutilitarianmotivesareusedtoreachahigher-levelgoal.Wearguethatutilitarianservicesaremoreanxietyprovokingthanhedonicservicesastheyincludeimportant,hardertoachieve,anduncertaingoals(Lazarus,19

26、91).Andinsituations,whengoalsareanxietyprovoking,trivialattributesaremoreinfluential(Xiao,Dacin,&Ashworth,2011).Therefore,weexpecttheeffectoftrivialattributestobemorepronouncedinahedonicservicecategorythaninautilitarianservicecategory.Wepositthehypothesisasfollows:H2:Theadvantageofserviceprovidertha

27、toffersatrivialattributewillbemorepronouncedforthehedonicservicescomparedtoutilitarianservices.MarketingCommunicationStrategyUsingTrivialAttributeEffectPriorliteraturehassuggestedthatcomparisonisanaturalandpowerfulstrategythatconsumersoftenrelyon(Cooke,Janiszewski,CunhaJr,Nasco,&DeWilde,2004;Dhar,No

28、wlis,&Sherman,1999).HseeandLeclerc(1998)suggestthatconsumerpreferencechangesdependingonhowproductsarepresentedandevaluated,specifically,whethertheyareevaluatedseparately(separateevaluationmode)orjointly(jointevaluationmode).Forexample,inseparateevaluationwhenoneisaskedtoratetheimportanceofsupporting

29、governmentinterventionforsavingdolphinsoverpreventingskincanceramongfarmworks,thenumberofpeoplewhosupportsthegovernmentinterventionforsavingdolphinsissubstantial.However,inthejointevaluationmodewhenthesamepersonisaskedtocomparetheimportanceofdolphintothatofahumansidebyside(orjointly)themajorityofpeo

30、plesanswerisobvioustosupportahuman.Thus,consumersinjointevaluationmodenotonlygreatlysavetheireffortsbutalsoincreaseaccuracyinchoicebecauseitiseasiertoidentifysimilaritiesanddifferencesbetweencompetingbrands.Thisevaluationstrategyfocusingonthedifferenceorsomethinguniquemakesthetrivialattributebecomes

31、alientandevenmeaningful(Dhar&Sherman,1996).Takentogether,wepositthatbrandwithtrivialattributewillbeperceivedmorevaluable(i.e.,peoplearewillingtopaymore)inthejointevaluationmodethanitisintheseparateevaluationmode.H3:WillingnesstoPay(WTP)ishigherinthejointevaluationmodethanthatintheseparateevaluationm

32、ode.DiscussionCreatingbranddifferentiationhasbeencriticalmorethaneverinourglobalizedworld.Manymanufacturesofconsumerpackagegoodsmakeenormousmarketingeffortstodifferentiatetheirbrandsagainstcompetitorsoftenbysearchingandaddingnewornobleattributes.Animportantdecisiontomakeformarketingmanagersistodeter

33、minewhatfeaturesshouldbeincluded.Inthisresearch,weintroducedanunusualbranddifferentiationstrategyusingthetrivialattributeeffect.Resultsfromtwoexperimentalstudiespointoutthefollowing;ifatrivialattributeaseasytoimplementasplayingmusicinbetweenclasssessionsforaGMATcourseordistributingfreeiceataMusicFes

34、tivalisoffered,itcanhelpserviceprovidersgaincompetitiveadvantageovertheircompetitors.Thiscanallowmanagerstobemorecreativeandstaycompetitiveinthemarket.Ourresultsalsoindicatethatthiseffectismorepronouncedinhedonicservicecategoriescomparedtotheutilitariancategories.Fromtheethicalperspective,offeringat

35、tributesthatdontcreatemeaningfuldifferenceforconsumersisnotdeceivingconsumersasourresultsindicatethattheeffectsoftrivialattributesholdevenafterconsumersaretoldaboutthetrivialityofthem.Moreover,consumersindicatedinourstudythattheyarenotonlyawareofthetrivialityoftheseattributesbuttheyalsothinktheyaren

36、otusefulintheirdecision-making.Anotherresultwefoundthatsupportsthetrivialityoftheseattributesisthatthetypeoftrivialattribute(hedonic/utilitarian)doesnotmatter.Lastly,intermsofeffectivemarketingcommunicationstrategyrelyingontrivialattributeeffect,ourresultsrevealedthatthejointevaluationmodeincreasest

37、heconsumerswillingnesstopaymorethanthatoftheseparateevaluationmode.譯文不同尋常的品牌差異化營銷策略：微不足道的屬性效果德尼茨達爾曼；駿宏茗摘要本研究的主要內(nèi)容是，通過品牌差異化來創(chuàng)造優(yōu)越的價值，不僅可以通過添加有意義的商品屬性來實現(xiàn)，還可以通過添加看似毫無意義的商品屬性來實現(xiàn)，這被稱為“微不足道的屬性效應”。兩項研究提供的實證證據(jù)如下，首先，其能創(chuàng)建一個強大的品牌差異化，甚至是在主體意識到微小的屬性沒有價值后。第二，享樂服務范疇與功利主義范疇相比，其微不足道的屬性效應更加明顯。最后，當微不足道的屬性呈現(xiàn)出來，以聯(lián)合評價模式而不

38、是單獨的評估模式，人們愿意支付的數(shù)量較高。最終我們得出結(jié)論，并為進一步的研究提供建議。關鍵詞：品牌差異化，評價模式，服務行業(yè)，微不足道的屬性引言問題的界定一個新產(chǎn)品要想獲得成功，最重要的因素可能是創(chuàng)建有意義的品牌差異化，為客戶提供超出同行業(yè)的競爭對手可以提供的優(yōu)越價值（波特,1985）o不足為奇的是，在消費品行業(yè)包括汽車、生物技術、計算機軟件和制藥行業(yè)，有超過50%的年銷售額歸因于這樣有意義的品牌差異化包括新的或高貴的品質(zhì)（席琳&聲爾,1998）。然而，品牌差異化，增加消費者偏好需要通過引入有意義或毫無意義的屬性。例如，它是不尋常的品牌區(qū)分，在市場上通過為他們的產(chǎn)品添加一些屬性（如可口可樂的S

39、形瓶，潘婷洗發(fā)水的維生素或福杰仕咖啡顆粒的形狀的變化）。這些不那么重要或微小的屬性作為營銷顯示”似乎有價值，但仔細檢查，是無關緊要的或微小的隱含效益”（卡彭特，拉澤爾和格雷澤，1994年,p.339）。在市場營銷中，通過產(chǎn)品的簡單屬性獲得成功的品牌差異化，討論和解釋為三個不同的研究流。首先，為客戶提供商品屬性，增加品牌的購買可能性，從而為消費者提供理性選擇的原因。有趣的是，即使消費者意識到通過微小的商品屬性并不能創(chuàng)造品牌差異化，他們的品牌選擇是相同的（卡彭特,1994）。第二，科維奇，龔，拉瑞克（2009）發(fā)現(xiàn)，這個微小的屬性是否影響品牌差異化主要取決于消費者作出的選擇。具體地說，他們發(fā)現(xiàn)，當

40、選擇由至少三個品牌時-這里的每個品牌都具有很強的屬性，消費者就很難做出選擇，這個被簡稱為“平局決勝”，從而增加了購買這個品牌的可能性。最后，文獻顯示，通過單獨或聯(lián)合推廣和評價競爭品牌即“評價模式效應，可以獲得品牌差異化。（完整譯文請到百度文庫）“樂聞斯泰因，布朗特（1999）介紹了兩種類型的評價模式：獨立評估和聯(lián)合評估。單獨的評價描述了評價環(huán)境，即品牌評估需要再特定的背景下。品牌聯(lián)合評估意味著品牌被同時評估。特別是，當競爭品牌聯(lián)合評價評估時，聯(lián)合評估能增加透明度（查特基，希思,2009）。因此,消費者容易識別品牌的獨屬性與其微小的屬性,從而導致品牌差異化和品牌偏好。當消費者在不確性的情況下評估

41、品牌時，關于評價模式的研究文獻將繼續(xù)提供強有力的實證證據(jù)（查特基,2009;漢斯,1999）。研究目的盡管我們對于微不足道的屬性的認識大大加強，從產(chǎn)品開發(fā)和營銷策略的角度來講，微不足道的屬性如何影響品牌評估還尚未被研究過。我們的研究旨在從兩項研究提供的經(jīng)驗證據(jù)中填補這一缺口。本文的研究目標為；1）通過提供一些微不足道的屬性，品牌是否能增加他們選擇的可能性,2）這種影響是依靠品種的性質(zhì)嗎（即享樂主義和功利主義）,3）微小的品質(zhì)類別是否（享樂主義和功利主義）影響消費者對其的選擇，最后4）營銷經(jīng)理如何有效傳遞這些品牌的微不足道的屬性？為了達到這些目標，在第一項研究中，我們審查微小的屬性效果和測試如何

42、在服務業(yè)創(chuàng)造品牌的差異化。然后，在第二項研究中，我們討論一下評價模式，以及用聯(lián)合評價或單獨的評價模式測試效果是否更加突出。最后，我們通過討論得出結(jié)論，為進一步的研究提供建議。理論背景微不足道的屬性效果服務選擇微不足道的屬性被定義為這種屬性在選擇評估中不會創(chuàng)建有意義的差異化（布朗尼克&格爾索夫,2003;科維奇,2009）。消費者對待這種優(yōu)勢品牌的瑣碎信息，即使在決策之前被告知（卡彭特,1994）。布朗和卡彭特（2000）基于賬戶的原因解釋這一優(yōu)勢。他們認為，消費者更愿意選擇基礎上合理的，可用的認知原因（布朗和卡彭特，2000）。因此，當基于重要屬性的不能選擇，消費者需要依靠微不足道的屬性創(chuàng)建品牌差異化（沙菲爾，西蒙森tversky,1993）。對服務來講增加一些要素來提高它的價值尤為重要（德芙林,1998）,因為在服務行業(yè)它很難獲得競爭優(yōu)勢（斯托雷&（尹斯沃,1998）。主要原因是它不同于有形商品，服務是無形的，消費者常常面臨的問題在于在服務評估中確定其屬性。因此，他們最終只能依靠在選擇屬性的基礎上比較品牌（吉沃特&霍格,1994;魯斯特&1中,2006）。因此，在采購階段，服務比有形商品要為消費者創(chuàng)