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ISSN : 1229-8778
Premium product represent high-quality, high-price strategies. Differentiated attribute should be emphasized for effective premium product. This can be divided into two types. The first type is to add new positive attributes(additional conditions). The second type is to remove existing negative attributes(removal conditions). According to previous studies, the added attributes are handled with other attributes(products). That is, an overall evaluation of the product is made. On the other hand, the removed attribute is evaluated separately, and information processing focusing on the attribute is performed. Also, the added attributes are important when emphasizing something new and special. However, attributes that are removed are important when emphasizing harmful and dangerous methods. Therefore, lower processing fluency(vs. higher processing fluency) may be effective in additional conditions(vs. removal conditions). Two experiments were conducted to verify the hypothesis. Experiment 1 examined the differences in purchase intentions according to 2(differentiation type: addition vs. removal)*2(processing fluency:high vs. low). However, in experiment 1, the value of the attributes differs according to the differentiation type(moisturization vs. trouble prevention). In order to compensate for this, Experiment 2 was conducted by controlling the attributes with the same value regardless of differentiation type. As a result of all the experiments, the main effect and interaction effect according to the differentiation method were significant. Therefore, it is effective to remove negative attributes rather than add positive attributes. Also, in the case of additional conditions(vs. removal conditions), it is effective to emphasize attribute and concept that consumers are unfamiliar(vs. familiar to everyone).
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