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Vol.28 No.3

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Paradox of Product Planning: Consumers’ Use of Alignable and Nonalignable Attributes in Decision Making

The Korean Journal of Cognitive and Biological Psychology / The Korean Journal of Cognitive and Biological Psychology, (P)1226-9654; (E)2733-466X
2016, v.28 no.3, pp.431-443
https://doi.org/10.22172/cogbio.2016.28.3.003


& (2016). Paradox of Product Planning: Consumers’ Use of Alignable and Nonalignable Attributes in Decision Making. The Korean Journal of Cognitive and Biological Psychology, 28(3), 431-443, https://doi.org/10.22172/cogbio.2016.28.3.003

Abstract

When planning a new product, product planner tries to differentiate the product from old ones by adding new features or innovative properties. Ironically, when consumers are making decisions about purchasing the product, they do not always consider newly added nonalignable property, which can be referred to as paradox of product planning. To explain this phenomenon, this study conducted two studies based on structure alignment model from cognitive psychology. To conduct the study, we organized two imaginary smart televisions with 12 properties, which consist of commonalities, alignable properties, and nonalignable properties. In the study, participants were asked to make an imaginary purchasing decision between two made-up smart televisions. In the first study, survey questions were given to the participants to rate the importance of 20 television related properties, so that we could manipulate and organize two different televisions, one with better alignable property score and the other with better nonalignable property score. The overall scores of both televisions were not significantly different. In the second study, participants showed a tendency of having more preference towards the product with better alignable properties.

keywords
product planning, alignable property, nonalginable property, decision making, 상품기획, 정렬가능 특성, 비정렬 특성, 의사결정

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