Differentiating high involved product by trivial attributes for product line extension strategy

Purpose – This purpose of this study is to examine the impacts of trivial attribute and product involvement on product evaluation in different product‐line extensions. Design/methodology/approach – In this study, a 2×2×2 between‐subjects experiment was conducted. Findings – It was found that the product with trivial attributes has a higher evaluation than those without trivial attributes in the upward extension situation. The highly involved product with trivial attributes is more positively evaluated than those without trivial attributes. Research limitations/implications – During the experimental process, the subjects read only the product information described in words and photographs. Practical implications – Firms can differentiate their products by trivial attributes to create implied benefits. However, a trivial attribute does not always function well for all products, and positive evaluation is associated with trivial attributes coupled with price. Originality/value – The paper examines the interaction effect among trivial attributes, product involvement and product‐line extension strategy.