The effect of a similarity versus dissimilarity focus in positioning strategy: The moderating role of consumer familiarity and product category
三项实验表明，基于相似性或差异性的定位策略效果受消费者对比较对象的熟悉度以及产品类别记忆表征的具体性调节，熟悉度高或类别表征清晰时感知判断对两种定位更敏感。
Results of three studies show that the effectiveness of positioning strategies based on similarity and dissimilarity vis-à-vis other brands or with respect to the product category as a whole is moderated by the degree of familiarity of the consumer with the objects of comparison (Study 1) and by the degree of imageability and concreteness of the memory representation of the product category (Studies 2 and 3). Perceptual judgments appear to be more responsive to similarity and dissimilarity positioning either when consumers are more familiar or when product categories allow consumers to form clear, concrete memory representations. Study 3 shows that such effects are due to a shift in the relative proportion of common and distinctive features made salient under similarity and dissimilarity instructions. Methodological and practical implications are discussed. © 1999 John Wiley & Sons, Inc.