Articlegreen2016

Similarity in marketing: Scope, measurement, and fields of application

Christophe Bèzes · Maria Mercanti‐Guérin

9 citations0/0 files storedRecherche et Applications en Marketing (English Edition)

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Behavior and Market Dynamics

Abstract

The concept of similarity is central to marketing research. Its fields of application are very varied. Yet this concept, which is more complex than it seems, is still poorly understood. It must be distinguished from other closely related concepts such as similitude, difference, fit, and congruence. This article shows that the type of similarity used (literal or relational) has different effects on consumers’ cognitive processes. This can dramatically alter the results of an experiment. The same applies to the type of measurement used.

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2025Advances in Consumer Research 1980Feeling and thinking: Preferences need no inferences.1977Features of similarity.1976Basic objects in natural categories 1987Dimensions of Consumer Expertise 1982Self-Concept in Consumer Behavior: A Critical Review 1990Consumer Evaluations of Brand Extensions 1985The role of theories in conceptual coherence.

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