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• Teaching Note | HBS Case Collection | 2013

  EILEEN FISHER: Repositioning the Brand (TN)

  Anat Keinan and Jill Avery

  Citation:

  Keinan, Anat, and Jill Avery. "EILEEN FISHER: Repositioning the Brand (TN)." Harvard Business School Teaching Note 513-095, March 2013.

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• White Paper | 2013

  The Red Sneakers Effect: Inferring Status from Signals of Nonconformity

  Silvia Bellezza, Francesca Gino and Anat Keinan

  Citation:

  Bellezza, Silvia, Francesca Gino, and Anat Keinan. "The Red Sneakers Effect: Inferring Status from Signals of Nonconformity." White Paper, 2013.

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• Article | Journal of Consumer Research | Forthcoming

  Consumer Response to Versioning: How Brands' Production Methods Affect Perceptions of Unfairness

  Andrew Gershoff, Ran Kivetz and Anat Keinan

  Marketers often extend product lines by offering limited-capability models that are created by removing or degrading features in existing models. This production method, called versioning, has been lauded because of its ability to increase both consumer and firm welfare. According to rational utility models, consumers weigh benefits relative to their costs in evaluating a product. So the production method should not be relevant. Anecdotal evidence suggests otherwise. Six studies show how the production method of versioning may be perceived as unfair and unethical and lead to decreased purchase intentions for the brand. Building on prior work in fairness, the studies show that this effect is driven by violations of norms and the perceived similarity between the inferior, degraded version of a product and the full-featured model offered by the brand.

  Keywords: Brands and Branding; Production; Competency and Skills; Welfare or Wellbeing; Cost vs Benefits; Perception; Customers; Performance Evaluation; Fairness; Business Ventures;

  Citation:

  Gershoff, Andrew, Ran Kivetz, and Anat Keinan. "Consumer Response to Versioning: How Brands' Production Methods Affect Perceptions of Unfairness." Journal of Consumer Research (forthcoming).

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