The effect of adding focal‐goal similar versus dissimilar attributes on convergence product purchase decision: The role of relational and item‐specific elaboration style

Adding novel attributes to the base product is the most widely used marketing strategy to develop convergence products, and numerous studies have confirmed the positive effect of adding novel attributes on product evaluations. However, adding new attributes to the base product may not always produce positive outcomes. Results of two studies using two product categories (refrigerator, smartwatch) show that focal‐goal dissimilarity between the...