Are consumers evaluating your products the way you think and hope they are?

Examines the marketing problem of knowing what customers look for in a product. Claims that for some product groups, consumers may evaluate products and their characteristics differently from what is expected, and that consumers may distort or bias their evaluation of products in the marketplace. Reports on a study that suggests that consumers may distort their evaluations of products on the basis of beliefs about how certain product attributes should go together. Finally, offers implications and recommendations in terms of how marketers may address what is referred to as “systematic distortion” of products.