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1、外文文献翻译原文及译文文献出处:DalmanM.TheResearchofBrandDifferentiationMarketingStrategy."InternationalJournalofMarketingStudies,2017,1(5):63-72.原文TheResearchofBrandDifferentiationMarketingStrategyDalmanM1ThePurposeofThisResearchAlthoughourknowledgeoftrivialattributeeffecthasbeengreatlyenhan
2、ced,howthetrivialattributeaffectsbrandevaluationhasneverbeenstudiedfromtheperspectiveofproductdevelopmentandmarketingstrategy.Ourresearchaimstofillthegapbyofferingempiricalevidencesfromtwostudies.Thegoalsofthispaperisfourthfolds;1)Canbrandsincreasetheirchoicelikelihoodbyaddings
3、ometrivialattributes,2)Doesthiseffectdependonthenatureofthecategory(i.e.hedonicvs.utilitarian),3)Doesthetypeoftrivialattributes(hedonicvs.utilitarian)affecttheconsumerresponsetothesetrivialattributes,andfinally4)Howcanmarketingmanagerseffectivelycommunicateabrandwithtrivialattr
4、ibute?Toreachthesegoals,inthefirststudy,wereviewtrivialattributeeffect,andtesthowitcreatesthebranddifferentiationinservicesector.Then,inthesecondstudy,wediscussabouttheevaluationmodeliterature,andtestthattheeffectwhethertrivialattributeismoresalientinjointevaluationorseparateev
5、aluationmode.Finally,weconcludewithdiscussionandprovidesuggestionsforfurtherresearch.2.TheoreticalBackground2.1TrivialAttributeEffectonServiceChoiceTrivialattributesaredefinedastheattributesthatdonotcreatemeaningfuldifferentiationinevaluationofalternatives(Broniarczyk&Gershoff,
6、2003;Miljkovicetal.,2009).Consumerstreatthistrivialinformationintheadvantageofbrandsthatofferthemevenwhentheyareinformedbeforedecision-makingaboutthetriviality(Carpenteretal.,1994).BrownandCarpenter(2000)explainthisadvantagewiththereasonsbasedaccount.Theyarguethatconsumersprefe
7、rtochooseonthebasisofeasilyjustified,cognitivelyavailablereasons(Brown&Carpenter,2000).Thus,whentheoptionscannotbechosenbasedonimportantattributes,consumersneedtorelyontrivialattributesthatcreatebranddifferentiation(Shafir,Simonson,&Tversky,1993).Thequestionaboutwhattoaddtotheo
8、fferingtoincreaseitsvalueisespeciallyimportantforservi
