It feels special: how nonalignable attributes enhance product evaluation

Purpose Consumers often face trade-offs between important product attributes. Previous research suggests that individuals tend to prioritize attribute differences that are easily processed and aligned. This paper aims to examine the contexts in which nonalignable attribute differences can positively impact consumers’ perceptions of products. Design/methodology/approach Four lab experiments were conducted to explore how consumer preferences for superior-alignable versus superior-nonalignable products vary based on purchase occasions, with a specific focus on routine and special occasions. Findings Consumers tend to prefer superior-nonalignable products on special occasions and superior-alignable products on routine occasions. This is driven by stronger uniqueness motives on special (vs routine) occasions, as consumers associate nonalignable attribute differences more closely with product specialness. The research also explores the moderating roles of consumers’ need for uniqueness (NFU) and psychological ownership. Consumers with higher levels of NFU consistently prefer superior-nonalignable products, regardless of the occasion type. Additionally, when consumers feel psychological ownership of products with superior-alignable attributes, the perceived specialness of these products increases, reducing the influence of occasion type on consumer preferences for attribute alignability. Originality/value This research emphasizes the importance of aligning product attribute differences with specific purchase occasions in marketing strategies.