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Narrow Focusing: Why the Relative Position of a Good in Its Category Matters More Than It Should
| Content Provider | Semantic Scholar |
|---|---|
| Author | Hsee, Christopher K. Nunes, Joseph C. |
| Copyright Year | 2005 |
| Abstract | This research examines whether a low-ranking member in a high-status category (e.g., a low-end model of a high-end brand) or a high-ranking member in a low-status category (e.g., a high-end model of a low-end brand) is favored, holding the objective qualities of the items constant. Brand equity research suggests that the quality of a brand is more important than the ranking of a product within a brand. Our research documents a robust ranking effect--whereby a high-ranking product in a low-status category is favored over a low-ranking product in a high-status category even when information on competing categories is made available. We explain this effect in terms of narrow focusing and evaluability, and we identify boundary conditions of the effect. |
| Starting Page | 194 |
| Ending Page | 205 |
| Page Count | 12 |
| File Format | PDF HTM / HTML |
| DOI | 10.1287/mksc.1040.0090 |
| Volume Number | 24 |
| Alternate Webpage(s) | https://msbfile03.usc.edu/digitalmeasures/jnunes/intellcont/Narrow%20Focusing-1.pdf |
| Alternate Webpage(s) | http://faculty.chicagobooth.edu/christopher.hsee/vita/Papers/NarrowFocusing.pdf |
| Alternate Webpage(s) | https://doi.org/10.1287/mksc.1040.0090 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
