Consumer Perceptions of Product Variants Positioned on Atypical Attributes

How do consumers perceive new product variants that are positioned on atypical attributes? The authors investigate the joint effects of three factors? brand familiarity, retail shelf display, and consumer goal orientation. The study focuses on snack foods positioned on the atypical attribute of low fat. There are three main findings. First, although high (vs. low) brand familiarity causes relatively unfavorable perceptions on the positioning...