The Effect Of Attribute Alignability On Brand Evaluation

With the rapid development of e-commerce,consumers are faced with a variety of choices when shopping.With less effort,they can collect comprehensive product information.By comparing and analyzing these product information,consumer can find the advantages and disadvantages of each choice,and then weigh them to get their own evaluation and make final purchase decision.However,due to the increasingly fierce competition of the market and the changing demand of consumers,the iteration cycle of product renewal is obviously shortened.Industries invest a lot of resources in product attribute research.Different Industry focus on different attributes of products,which makes it difficult for consumers to choose the products they are facing.Marketing scholars generally study consumers' comparative decision-making process based on Strutual Alignment Theory,which divides the attributes of different choices into common attributes,alienable attributes(different choices have the attributes,but there are quantitative differences in the dimension of the attributes)and nonalignable attributes(which may be unique attributes of only one choice,or attributes not mentioned in other choices).Research shows that some personal or situational factors can change the weight of alignable attributes and nonalignable attributes in the process of comparative decision-making.Existing studies on the preferences of alignable attributes and nonalignable attributes only consider people's psychological characteristics and behavior when making decisions for themselves,but lack discussion from the perspective of social distance to explore the impact of self-other decision making on the attention of alignable attributes and nonalignable attributes.In fact,decisions in daily life are seldom really completed by individuals,and people are unavoidable to ask for advice or help others make decisions.Therefore,based on the perspective of self-others decision making,this paper explores how self-other decision making affects the internal psychological process of the final decision-making by focusing on comparable and incomparable attributes in the process of individual comparative decision-making,confirms that self-other decision-making will affect the relationship between attribute alignbility and individual final brand evaluation,and explores the underlying factors from the perspective of construal level.The regulation focus is introduced to explore the regulatory role between the relationship of self-others decision-making and attribute alignbility dependence.Through two formal experiments,we validated the hypothesis proposed in this paper.In experiment 1,we used a mixed experimental design of 2(decision object:self/other decision-making)*2(brand:brand with alignable attributes dominant-brand/with nonalignable attributes dominant)to verify the effect of self-others decision-making on attribute alignbility dependence.Through the experiment 1,we find consumers pay more attention to alignable attributes when deciding for themselves;when consumers make decisions for others,they rely more on nonalignable attributes.Experiments 2 further validated the effect of self-others decision-making and regulation focus interaction on attribute alignbility dependence,and explored the mediating role of construal level in self-others decision-making and attribute alignbility dependence.Finally,the research results can provide some management and marketing inspiration for industries.