Friday, July 12, 2013

Consumers like copycat products, says UK smartphone study

<p>A study of smartphone buyers in two English cities has found that people are more confident about their purchases when products resemble each other.Dr Qing Wang from Warwick Business School</p><p>"Apple and Samsung may be battling in the courts over patents and copyright infringements, but their customers actually like the fact that their devices have similar attributes," according to Dr Qing Wang, Professor of Marketing &amp; Innovation at Warwick Business School.</p><p>Professor Wang said: "Our research looked to find out if brand similarity has a negative impact overall on consumer decision making and consumer satisfaction as they are required to increase their mental processing and they are prone to confusion what has been referred to as 'similarity confusion'."</p><p>Wang and Paurav Shukla, of Glasgow Caledonian University London, "unexpectedly discovered that not knowing the difference between brands with similar attributes may result in consumers simply transferring their confidence in one brand to another".</p><p><a href="http://www.zdnet.com/consumers-like-copycat-products-says-uk-smartphone-study-7000017992/">Keep reading...</a></p>

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