The impact of add-on features on consumer product evaluations

Marco Bertini, Elie Ofek, Dan Ariely

Producció científica: Article en revista indexadaArticleAvaluat per experts

53 Cites (Scopus)

Resum

The research presented in this article provides evidence that add-on features sold to enhance a product can be more than just discretionary benefits. We argue that consumers draw inferences from the mere availability of add-ons, which in turn lead to significant changes in the perceived utility of the base good itself. Specifically, we propose that the improvements supplied by add-ons can be classified as either alignable or nonalignable and that they have opposing effects on evaluation. A set of four experiments with different product categories confirms this prediction. In addition, we show that the amount of product information available to consumers and expectations about product composition play important moderating roles. From a practical standpoint, these results highlight the need for firms to be mindful of the behavioral implications of making add-ons readily available in the marketplace.

Idioma originalAnglès
Pàgines (de-a)17-28
Nombre de pàgines12
RevistaJournal of Consumer Research
Volum36
Número1
DOIs
Estat de la publicacióPublicada - de juny 2009
Publicat externament

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