제품 확장 시 사소한 제품 속성 단서의 특성이 제품 평가에 미치는 영향

Effects of Trivial and Irrelevant Attributes on Product Quality Evaluation

The purpose of this study was to examine the effect of trivial attributes on brand attitude and quality evaluation. One hundred forty participants were randomly assigned to the manipulated condition. A2×X2 between subjects’ factorial design was employed: trivial attribute scarcity (high vs. low) by attribute-product fit (high vs. low). Results showed that a trivial attribute with greater scarcity was perceived better quality than a trivial attribute with lower scarcity. The trivial attribute with greater scarcity was not likely to be influenced by the attribute-product fit as compared to the one with lower scarcity.