Communicating concrete and abstract product attributes: the role of evaluation mode and inter-attribute trade-offs

Products advantageous in terms of concrete technical attributes (‘concrete-superior’ product options) are, in terms of abstract attributes, often evaluated lower than certain competitors’ products (‘abstract-superior’ options). Two research questions are addressed: (1) How does the purchase intent for ‘concrete-superior’ options depend on the evaluation mode in product presentation involving such inter-attribute trade-offs? (2) What is the role of product information trustworthiness, helpfulness, and benefit perception in the above relationship? In two online experiments (Study 1 in Polish consumers, N = 427 and Study 2 in European consumers, N = 405), the joint evaluation mode (i.e. a ‘concrete-superior’ option presented side-by-side with a competitor’s ‘abstract-superior’ option) was contrasted with the separate mode (i.e. only the ‘concrete-superior’ option presented). Purchase intent, perceived benefits (Studies 1 and 2), perceived trustworthiness, and helpfulness (Study 1) were measured. Data were analyzed with ANOVA and PROCESS models. The findings indicated that the purchase intent regarding the ‘concrete-superior’ option was higher in the joint evaluation mode. This effect was mediated by the perceived trustworthiness and helpfulness of the abstract product information (which were lower in the joint evaluation mode), the perceived benefits of the ‘concrete-superior’ option (Study 1), and its concrete attributes (Study 2). The paper applies the means-end chain theory linking the concepts of evaluation mode and inter-attribute trade-offs. In practical implications, it is suggested that marketers can (1) present their technically advantageous products alongside the corresponding competitors’ products highly rated in their abstract attributes, (2) emphasize the benefits of the technical advantages, and question competitors’ high abstract-attribute ratings’ trustworthiness.