A university study from the U.K. has found that, rather than craving something different when purchasing new items, consumers feel more confident in their purchases if the products in the market look the same.
The study, published in the Psychology and Marketing journal, from Qing Wang of Warwick Business School and Paurav Shukla of Glasgow Caledonian University London, was inspired by the trademark infringement cases involving Apple and Samsung.
In 2012, Apple won $600 million in damages after a jury found that Samsung devices copied the look and features of the iPhone and iPad. This past June, Samsung won a patent case that could block the U.S. import and sale of some older Apple devices.
The study looked at smartphone users in two large cities in the southeast of the U.K. Eight-hundred shoppers were interviewed, of which 316 were chosen to fill in a questionnaire focused on the determination of consumer confusion, choice goals and decision.
The study explored "similarity confusion" or when brand similarity has a negative impact on consumer decision-making and consumer satisfaction.
Unexpectedly, researchers discovered not knowing the difference between brands with similar attributes may result in consumers simply transferring their confidence in one brand to another.
"Contrary to what many marketers and managers believe, companies should stop trying to find their USP (unique selling point)," Prof. Wang said in a statement.
The researchers believe customers largely preferring items with similar attributes appear to extend across categories.
"Take, for example, a supermarket," said Prof. Wang. "The shelves are packed with products that look increasingly similar in terms of packaging colors and size. Brands are promoted with a similar message in a similar way."
The study concluded that highlighting the similarity between competing products in marketing communication might have a positive effect on consumers' choice confidence.
Regardless, the researchers still found having too many choices demotivates consumers from making a decision. Having too much information to digest or ambiguous information can also put consumers off.
The findings appear to somewhat mirror this author's observations covering the footwear market. Most footwear trademark lawsuits seem to focus on aesthetics (Adidas' three-stripes, e.g.) or style names rather than innovative design techniques. Copycatting innovative design approaches by many brands is said to provide comfort to consumers and drive mainstream acceptance.