Mapping the bounds of incoherence: How far can you go and how does it affect your brand?

Ujwal Kayande, John H. Roberts, Gary L. Lilien, Duncan K.H. Fong

Research output: Contribution to journalArticle

10 Citations (Scopus)

Abstract

Consumers often have to evaluate products comprising a combination of attributes that is not expected by them, given their beliefs about how attributes normally co-vary in the product category. Such an attribute combination implies that the claimed level of a product attribute is then different from what the consumer might infer, given the level of another attribute, resulting in what we call product incoherence. We develop a model to calibrate the effect of incoherence on perceptions, uncertainty, preference, and ultimately purchase. Our model can allow managers to determine consumers' acceptance for different positions in the multiattribute space, so they can optimize their product's positioning. Our model implies that a product that combines positively valued attributes might increase some elements of preference for the product, but if those attributes occur in unexpected combinations, incoherence will also increase uncertainty which in turn might lower other elements of preference. The net risk-adjusted preference for a product in our model accommodates both the benefit from the expected attribute levels and the uncertainty associated with incoherence. We derive implications from the model and provide an empirical test that supports those implications.

Original languageEnglish (US)
Pages (from-to)504-513
Number of pages10
JournalMarketing Science
Volume26
Issue number4
DOIs
StatePublished - Jul 1 2007

Fingerprint

Uncertainty
Empirical test
Product positioning
Product category
Acceptance
Purchase
Managers
Preference uncertainty
Product attributes

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing

Cite this

@article{0105439f50964e048d3d081c67a1bbfa,
title = "Mapping the bounds of incoherence: How far can you go and how does it affect your brand?",
abstract = "Consumers often have to evaluate products comprising a combination of attributes that is not expected by them, given their beliefs about how attributes normally co-vary in the product category. Such an attribute combination implies that the claimed level of a product attribute is then different from what the consumer might infer, given the level of another attribute, resulting in what we call product incoherence. We develop a model to calibrate the effect of incoherence on perceptions, uncertainty, preference, and ultimately purchase. Our model can allow managers to determine consumers' acceptance for different positions in the multiattribute space, so they can optimize their product's positioning. Our model implies that a product that combines positively valued attributes might increase some elements of preference for the product, but if those attributes occur in unexpected combinations, incoherence will also increase uncertainty which in turn might lower other elements of preference. The net risk-adjusted preference for a product in our model accommodates both the benefit from the expected attribute levels and the uncertainty associated with incoherence. We derive implications from the model and provide an empirical test that supports those implications.",
author = "Ujwal Kayande and Roberts, {John H.} and Lilien, {Gary L.} and Fong, {Duncan K.H.}",
year = "2007",
month = "7",
day = "1",
doi = "10.1287/mksc.1060.0246",
language = "English (US)",
volume = "26",
pages = "504--513",
journal = "Marketing Science",
issn = "0732-2399",
publisher = "INFORMS Inst.for Operations Res.and the Management Sciences",
number = "4",

}

Mapping the bounds of incoherence : How far can you go and how does it affect your brand? / Kayande, Ujwal; Roberts, John H.; Lilien, Gary L.; Fong, Duncan K.H.

In: Marketing Science, Vol. 26, No. 4, 01.07.2007, p. 504-513.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Mapping the bounds of incoherence

T2 - How far can you go and how does it affect your brand?

AU - Kayande, Ujwal

AU - Roberts, John H.

AU - Lilien, Gary L.

AU - Fong, Duncan K.H.

PY - 2007/7/1

Y1 - 2007/7/1

N2 - Consumers often have to evaluate products comprising a combination of attributes that is not expected by them, given their beliefs about how attributes normally co-vary in the product category. Such an attribute combination implies that the claimed level of a product attribute is then different from what the consumer might infer, given the level of another attribute, resulting in what we call product incoherence. We develop a model to calibrate the effect of incoherence on perceptions, uncertainty, preference, and ultimately purchase. Our model can allow managers to determine consumers' acceptance for different positions in the multiattribute space, so they can optimize their product's positioning. Our model implies that a product that combines positively valued attributes might increase some elements of preference for the product, but if those attributes occur in unexpected combinations, incoherence will also increase uncertainty which in turn might lower other elements of preference. The net risk-adjusted preference for a product in our model accommodates both the benefit from the expected attribute levels and the uncertainty associated with incoherence. We derive implications from the model and provide an empirical test that supports those implications.

AB - Consumers often have to evaluate products comprising a combination of attributes that is not expected by them, given their beliefs about how attributes normally co-vary in the product category. Such an attribute combination implies that the claimed level of a product attribute is then different from what the consumer might infer, given the level of another attribute, resulting in what we call product incoherence. We develop a model to calibrate the effect of incoherence on perceptions, uncertainty, preference, and ultimately purchase. Our model can allow managers to determine consumers' acceptance for different positions in the multiattribute space, so they can optimize their product's positioning. Our model implies that a product that combines positively valued attributes might increase some elements of preference for the product, but if those attributes occur in unexpected combinations, incoherence will also increase uncertainty which in turn might lower other elements of preference. The net risk-adjusted preference for a product in our model accommodates both the benefit from the expected attribute levels and the uncertainty associated with incoherence. We derive implications from the model and provide an empirical test that supports those implications.

UR - http://www.scopus.com/inward/record.url?scp=38549179857&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=38549179857&partnerID=8YFLogxK

U2 - 10.1287/mksc.1060.0246

DO - 10.1287/mksc.1060.0246

M3 - Article

AN - SCOPUS:38549179857

VL - 26

SP - 504

EP - 513

JO - Marketing Science

JF - Marketing Science

SN - 0732-2399

IS - 4

ER -