The effect of a similarity versus dissimilarity focus in positioning strategy: The moderating role of consumer familiarity and product category

Results of three studies show that the effectiveness of positioning strateg ies based on similarity and dissimilarity vis-a-vis other brands or with re spect to the product category as a whole is moderated by the degree of fami liarity of the consumer with the objects of comparison (Study 1) and by the degree of imageability and concreteness of the memory representation of th e product category (Studies 2 and 3). Perceptual judgments appear to be mor e responsive to similarity and dissimilarity positioning either when consum ers are more familiar or when product categories allow consumers to form cl ear, concrete memory representations. Study 3 shows that such effects are d ue to a shift in the relative proportion of common and distinctive features made salient under similarity and dissimilarity instructions. Methodologic al and practical implications are discussed. (C) 1999 John Wiley & Sons, In c.