An exploratory study of the relation between concrete and abstract product attributes

Abstract

It is argued that the abstract product attributes that consumers mention in a research setting should not be interpreted as combinations of the more concrete attributes consumers mention. Results from a laddering study show that a majority of elicited abstract product attributes are unrelated to concrete attributes. Furthermore, these unrelated abstract attributes are about different product aspects than the related abstract attributes. These findings are discussed in the light of the problem of ‘actionability', and of models for new product development.