Abstract

This research investigates that brand differentiation creating superior values can be achieved not only by adding
meaningful attributes but also meaningless attributes, which is called “trivial attribute effect.” Two studies
provided empirical evidences as following; first, trivial attribute effect creates a strong brand differentiation even
after subjects realize that trivial attribute has no value. Second, trivial attribute effect is more pronounced in
hedonic service category compared to the utilitarian category. Last, the amount of willingness to pay is higher
when trivial attribute is presented and evaluated in joint evaluation mode than separate evaluation mode. Finally,
we conclude with discussion and provide suggestions for further research.

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