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The findings of two experiments show that when consumers are unfamiliar with a product category, they prefer a product with enhanced features to one with unique features. In contrast, when consumers are experienced, they perceive a product with unique features more favorably than an enhanced one. Furthermore, this effect is due to consumer perceived differentiation of and performance uncertainty about new products with enhanced or unique features.
Companies often introduce or reintroduce their products with improved performance along existing attributers (thereafter enhanced features) or new, unique features (thereafter unique features) to compete with dominant brands in the market
(Tholke, Hultink, & Robben, 2001)...
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