Product uniqueness: Further exploration and application of a consumer-based methodology

In a recent study, we examined the concept of product “uniqueness” in New Zealand beers by identifying unique patterns of consumer responses from among a wide range of consumer-based attitudinal, cognitive and emotional measures (Cardello et al., 2016). In the present study we seek to: 1) extend and validate the approach using a different product category, 2) assess the utility of the method using different ranges and types of products within the new category, and 3) examine the concept of uniqueness both from the overall pattern of consumer-based responses, and from the perspective of consumers' direct judgments of “uniqueness.” Two experiments were conducted with chocolate confections as the product category. In both experiments, a similar methodological approach was used as in our previous research. Consumers assessed the chocolates by: i) answering a set of affective/descriptive/attitudinal questions about them, ii) judging their appropriateness for use in a number of common consumption/use situations, iii) identifying emotional associations to them. In addition, a direct measure of product “uniqueness” was included to compare these judgments to the results obtained using our previously established method for identifying unique products. Results showed each of the dependent variables to be important product differentiators. Furthermore, both studies revealed highly similar relationships among the tested variables. As in our previous research, it was possible to identify products in each sample set that were highly differentiated from all other samples on the basis of being characterized by: 1) an unfamiliar/unusual/novel character, 2) a high degree of liking, 3) appropriateness for use in a wide range of consumption situations, and 4) a positive/active emotional profile. We characterize these products as being unique from a marketing and multivariate consumer response perspective. Lastly, from an analysis of consumer's direct judgments, we conclude that consumers conceptualize product “uniqueness” as being undifferentiated from the concept of an “unusual” product, and that their perceptions of uniqueness are not associated with positive affect or value.