Attribute Abstraction, Feature-Dimensionality, and the Scaling Of Product Similarities
Johnson, Michael D.; Lehmann, Donald R.; Fornell, Claes; Horne, David A.
This paper examines the attributes that consumers use when making product similarity judgments and their effect on similarity scaling. Previous research suggests that concrete brands are judged using dichotomous features while more abstract product categories are judged using continuous dimensions. This, in turn, suggests that the appropriateness of spatial scaling increases relative to tree scaling as one moves from brands to product categories. The results of two studies support an increase in the fit of spaces relative to trees from brands to categories. However, the abstractness of the judgments appears to be driving the effect, not the use of features or dimensions.
consumer behavior; brand recognition; feature-dimensionality; concreteness-abstractness; tree scaling
Required Publisher Statement: © Elsevier. Final version published as: Johnson, M. D., Lehmann, D. R., Fornell, C., & Horne, D. A. (1992). Attribute abstraction, feature-dimensionality, and the scaling of product similarities. International Journal of Research in Marketing, 9(2), 131–147. Reprinted with permission. All rights reserved.