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ISSN : 1229-8778
There are two representative positioning strategies when companies communicate their products: all-in-one positioning strategy which emphasizes that products have more than two functions, specialized positioning strategy which emphasizes products have a single function. Two positioning strategies have different characteristics. Thus, It is very important for marketers to encourage consumers to focus on product's advantage according to positioning strategies. And this research suggests that how to present products will affect what consumers focus on when evaluating products and lead preference reversals. Study 1 examined that all-in-one positioning strategy preferred in joint evaluation mode than separate evaluation mode but specialized positioning strategy preferred in separate evaluation mode than joint evaluation mode. Study 2 focused on joint evaluation mode case. In detail, although joint evaluation mode encourages people to focus on product's overall value because of products comparison, when products are organized by product's benefits consumers do less comparison and focus on product function's quality. Thus Study 2 examined interaction between two positioning strategies and products assortment organization. This research can provide practical implications to marketers about effective products' present strategies according to products positioning.
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