Differentiating high involved product by trivial attributes for product line extension strategy

Abstract

Purpose

This purpose of this study is to examine the impacts of trivial attribute and product involvement on product evaluation in different product‐line extensions.

Design/methodology/approach

In this study, a 2×2×2 between‐subjects experiment was conducted.

Findings

It was found that the product with trivial attributes has a higher evaluation than those without trivial attributes in the upward extension situation. The highly involved product with trivial attributes is more positively evaluated than those without trivial attributes.

Research limitations/implications

During the experimental process, the subjects read only the product information described in words and photographs.

Practical implications

Firms can differentiate their products by trivial attributes to create implied benefits. However, a trivial attribute does not always function well for all products, and positive evaluation is associated with trivial attributes coupled with price.

Originality/value

The paper examines the interaction effect among trivial attributes, product involvement and product‐line extension strategy.

Citation

Sun, P. (2010), "Differentiating high involved product by trivial attributes for product line extension strategy", European Journal of Marketing, Vol. 44 No. 11/12, pp. 1557-1575. https://doi.org/10.1108/03090561011079792