5.1 Similarity Asymmetry

Based on (Tversky 1977) contrast model, pairwise similarity judgments between products are asymmetrical: the less typical product will be perceived as more similar to the typical product than the reverse. (Herr, Aaker, and Biel 1994, 305)

References

Herr, Paul M., David A. Aaker, and Alexander L. Biel. 1994. “Brand Equity and Advertising: Advertisings Role in Building Strong Brands.” Journal of Marketing Research 31 (4): 580. https://doi.org/10.2307/3151889.

Tversky, Amos. 1977. “Features of Similarity.” Psychological Review 84 (4): 327–52. https://doi.org/10.1037/0033-295x.84.4.327.