Abstract

http://ssrn.com/abstract=992058
 
 

References (32)



 
 

Citations (2)



 


 



Narrow Focusing: Why the Relative Position of a Good in its Category Matters More than it Should


France Leclerc


University of Chicago - Marketing Management

Christopher K. Hsee


University of Chicago - Booth School of Business

Joseph Nunes


University of Southern California - Marshall School of Business


Marketing Science, Vol. 24, No. 2, pp. 194-205, 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.

Number of Pages in PDF File: 12

Keywords: brand choice, brand product management, ranking effect, narrow focusing, evaluability

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Date posted: June 11, 2007 ; Last revised: May 19, 2008

Suggested Citation

Leclerc, France and Hsee, Christopher K. and Nunes, Joseph, Narrow Focusing: Why the Relative Position of a Good in its Category Matters More than it Should. Marketing Science, Vol. 24, No. 2, pp. 194-205, 2005. Available at SSRN: http://ssrn.com/abstract=992058

Contact Information

France Leclerc (Contact Author)
University of Chicago - Marketing Management ( email )
Walker 407A
Chicago, IL 60637
United States
773-702-1928 (Phone)
773-702-0458 (Fax)
Christopher K. Hsee
University of Chicago - Booth School of Business ( email )
5807 S. Woodlawn Avenue
Chicago, IL 60637
United States
Joseph Nunes
University of Southern California - Marshall School of Business ( email )
701 Exposition Blvd
Los Angeles, CA 90089
United States
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