The extraordinary attraction of being ordinary: a moderated mediation model of purchase for prototypical products

Prototypicality defines how much a product is representative of its category and has been shown to impact consumers cognitive and affective evaluations. We find that prototypicality perceptions affect also intentions and behaviors. Data from two studies support a multiple moderated mediation model from prototypicality to individuals’ intentions (Study 1) and behaviors (Study 2), relying also on eye-tracking data that provide convergent validity on the hypothesized effects. Results show that variety seeking negatively moderates the prototypicality - attractiveness relationship, brand awareness positively moderates the attractiveness – purchase relationship, and product attractiveness fully mediates the relationship between prototypicality and purchase.