The effect of adding focal‐goal similar versus dissimilar attributes on convergence product purchase decision: The role of relational and item‐specific elaboration style

Abstract

AbstractAdding novel attributes to the base product is the most widely used marketing strategy to develop convergence products, and numerous studies have confirmed the positive effect of adding novel attributes on product evaluations. However, adding new attributes to the base product may not always produce positive outcomes. Results of two studies using two product categories (refrigerator, smartwatch) show that focal‐goal dissimilarity between the base product and added attributes reduces consumers' purchase intention via perceived benefit understanding. Further, relational versus item‐specific elaboration style moderates this relationship. Specifically, relational (vs. item‐specific) elaboration increased perceived benefit understanding and purchase intention when a focal‐goal dissimilar attribute was added to the base product. In contrast, there was no differential effect of the relational versus item‐specific elaboration when the focal goal of the added attribute was similar to the focal goal of the base product. This study expands the extant knowledge on goal‐based product evaluation, cognitive elaboration, and information processing style, and provides marketers with effective strategies for communicating the benefits of new convergence products.