The Effect of Attribute Alignability on Product Purchase: The Moderating Role of Product Familiarity and Self-Construal

Previous studies on the Structural Alignment Model suggest that people compare the alignable attributes and nonalignable attributes during the decision-making process and preference formation process. Alignable attributes are easier to process and more effective in clue extracting. Thus, it is believed that people rely more on alignable than nonalignable attributes when comparing alternatives. This article supposes that consumers’ product...