Attribute alignability
Differences on a shared dimension (4kW vs 6kW) are easy to compare and drive choice, while unique features are hard to trade off and get ignored.
Where it applies
Three of the eight page areas.
How to use it
Three ways to use it, and one to avoid.
- Standardise attribute data so tiles and compare tables show the same attributes.
- Keep attributes in the same order and units across tiles and compare tables.
- Add “best for...” guidance where variants differ in non-comparable ways.
- Avoid: adding variants that can’t be compared with one another, which reduced share in Gourville and Soman’s research.
What the research found
Extra variety raised share for comparable variants and reduced it for non-comparable ones.
Adding variety raised share when variants were comparable and reduced it when they were not.
Zhang and Markman found differences on shared attributes were remembered better and swayed preference more than unique features. Gourville and Soman found adding variants raised a brand's choice share when they differed on one comparable dimension and lowered it when they did not. This is one of the conditions under which choice overload appears.
Key research
Two sources, each checked.
Last reviewed