How non-consumption goals (elicited by competitive setting or social risk) and self-confidence influence the importance of trivial attributes in product evaluation

Abstract

Purpose This research aims to provide new empirical evidence, showing that trivial attributes can exert a significant impact on product evaluation when they help to fulfill non-consumption goals (goal that goes beyond functional benefits). Design/methodology/approach The research presents two experimental studies that investigate the role of trivial product attributes in various non-consumption contexts. Findings Trivial attributes can have a significant impact on product evaluation when they help to fulfill non-consumption goals. First, in the non-competitive versus competitive choice settings, a trivial attribute becomes more important when it helps to make a choice (i.e. a non-consumption goal). Second, in the low versus high social risk settings, a trivial attribute becomes more important when it helps to reduce a social risk (i.e. a non-consumption goal). In addition, self-confidence is a moderator, which regulates consumers’ ability to rely on trivial attributes in making product choices. Research limitations/implications The social risk manipulations (high vs low) were operationalized by manipulating the impression motive related to social risk. The more important a goal is, the more risk consumers feel in decision making (Lazarus, 1991). Therefore, risk is a proxy of the goal strength or goal relevance. Future research is needed to examine goal strength’s sole influence on the perception of the trivial attribute. Practical implications From managerial perspective, trivial attributes can help companies to improve their sales. For example, a way to increase an attribute’s importance is to put the product in a competitive setting. Increasing a social risk further increases the influence of trivial attributes. When less confident consumers perceive the social risk is high, they prefer a brand with a trivial attribute. For consumers, the findings also suggest that consumers should not be tempted to consider trivial attributes in their purchase decisions. Reconsidering attributes and increasing self-confidence could help maintain focus on non-trivial attributes. Originality/value The study makes several contributions to theory and practice. This is the first study to systematically propose a framework of how trivial attributes’ role in product evaluation and choice change based on goals. The paper clarifies confusions about the definitions of trivial attributes and reconciles contradictory findings in literature. A trivial attribute can be instrumental in evaluation and choice when it helps to achieve a non-consumption goal. It is also the first study to introduce social risks into trivial attributes research in choices. The findings provide empirical evidence that social risks and self-confidence together drive consumers to prefer for trivial attribute.