差异化营销策略外文文献翻译

1、文献出处: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.译文不同寻常的品牌差异化营销策略：微不足道的属性效果德尼茨达尔曼；骏宏茗摘要本研究的主要内容是，通过品牌差异化来创造优越的价值，不仅可以通过添加有意义的商品属性来实现，还可以通过添加看似毫无意义的商品属性来实现，这被称为“微不足道的属性效应”。两项研究提供的实证证据如下，首先，其能创建一个强大的品牌差异化，甚至是在主体意识到微小的属性没有价值后。第二，享乐服务范畴与功利主义范畴相比，其微不足道的属性效应更加明显。最后，当微不足道的属性呈现出来，以联合评价模式而不

38、是单独的评估模式，人们愿意支付的数量较高。最终我们得出结论，并为进一步的研究提供建议。关键词：品牌差异化，评价模式，服务行业，微不足道的属性引言问题的界定一个新产品要想获得成功，最重要的因素可能是创建有意义的品牌差异化，为客户提供超出同行业的竞争对手可以提供的优越价值（波特,1985）o不足为奇的是，在消费品行业包括汽车、生物技术、计算机软件和制药行业，有超过50%的年销售额归因于这样有意义的品牌差异化包括新的或高贵的品质（席琳&声尔,1998）。然而，品牌差异化，增加消费者偏好需要通过引入有意义或毫无意义的属性。例如，它是不寻常的品牌区分，在市场上通过为他们的产品添加一些属性（如可口可乐的S

39、形瓶，潘婷洗发水的维生素或福杰仕咖啡颗粒的形状的变化）。这些不那么重要或微小的属性作为营销显示”似乎有价值，但仔细检查，是无关紧要的或微小的隐含效益”（卡彭特，拉泽尔和格雷泽，1994年,p.339）。在市场营销中，通过产品的简单属性获得成功的品牌差异化，讨论和解释为三个不同的研究流。首先，为客户提供商品属性，增加品牌的购买可能性，从而为消费者提供理性选择的原因。有趣的是，即使消费者意识到通过微小的商品属性并不能创造品牌差异化，他们的品牌选择是相同的（卡彭特,1994）。第二，科维奇，龚，拉瑞克（2009）发现，这个微小的属性是否影响品牌差异化主要取决于消费者作出的选择。具体地说，他们发现，当

40、选择由至少三个品牌时-这里的每个品牌都具有很强的属性，消费者就很难做出选择，这个被简称为“平局决胜”，从而增加了购买这个品牌的可能性。最后，文献显示，通过单独或联合推广和评价竞争品牌即“评价模式效应，可以获得品牌差异化。（完整译文请到百度文库）“乐闻斯泰因，布朗特（1999）介绍了两种类型的评价模式：独立评估和联合评估。单独的评价描述了评价环境，即品牌评估需要再特定的背景下。品牌联合评估意味着品牌被同时评估。特别是，当竞争品牌联合评价评估时，联合评估能增加透明度（查特基，希思,2009）。因此,消费者容易识别品牌的独属性与其微小的属性,从而导致品牌差异化和品牌偏好。当消费者在不确性的情况下评估

41、品牌时，关于评价模式的研究文献将继续提供强有力的实证证据（查特基,2009;汉斯,1999）。研究目的尽管我们对于微不足道的属性的认识大大加强，从产品开发和营销策略的角度来讲，微不足道的属性如何影响品牌评估还尚未被研究过。我们的研究旨在从两项研究提供的经验证据中填补这一缺口。本文的研究目标为；1）通过提供一些微不足道的属性，品牌是否能增加他们选择的可能性,2）这种影响是依靠品种的性质吗（即享乐主义和功利主义）,3）微小的品质类别是否（享乐主义和功利主义）影响消费者对其的选择，最后4）营销经理如何有效传递这些品牌的微不足道的属性？为了达到这些目标，在第一项研究中，我们审查微小的属性效果和测试如何

42、在服务业创造品牌的差异化。然后，在第二项研究中，我们讨论一下评价模式，以及用联合评价或单独的评价模式测试效果是否更加突出。最后，我们通过讨论得出结论，为进一步的研究提供建议。理论背景微不足道的属性效果服务选择微不足道的属性被定义为这种属性在选择评估中不会创建有意义的差异化（布朗尼克&格尔索夫,2003;科维奇,2009）。消费者对待这种优势品牌的琐碎信息，即使在决策之前被告知（卡彭特,1994）。布朗和卡彭特（2000）基于账户的原因解释这一优势。他们认为，消费者更愿意选择基础上合理的，可用的认知原因（布朗和卡彭特，2000）。因此，当基于重要属性的不能选择，消费者需要依靠微不足道的属性创建品牌差异化（沙菲尔，西蒙森tversky,1993）。对服务来讲增加一些要素来提高它的价值尤为重要（德芙林,1998）,因为在服务行业它很难获得竞争优势（斯托雷&（尹斯沃,1998）。主要原因是它不同于有形商品，服务是无形的，消费者常常面临的问题在于在服务评估中确定其属性。因此，他们最终只能依靠在选择属性的基础上比较品牌（吉沃特&霍格,1994;鲁斯特&1中,2006）。因此，在采购阶段，服务比有形商品要为消费者创