Contrast and Assimilation Processes in Consumers' Evaluations of Dual Brands

This study extends the branding literature by examining the psychological processes by which consumers evaluate brand alliances. The theoretical basis for this study is the development of models of context effects in brand evaluations (Meyers-Levy & Sternthal 1993 and Levin & Levin 2000). Of particular interest is how dual branding (two restaurant brands with shared features) influences transfer of affect between brands. Although there was a contrast effect in both the separate and dual brand conditions, this contrast effect was significantly reduced in the dual brand condition. Marketing implications of forming brand alliances are discussed.     

情境线索对社会认知内容推断的影响

本研究考察了情境线索对社会目标不同内容维度之间的推断的影响。研究一发现,缺乏情境线索时,两个基本维度热情和能力之间呈一种正向推断。研究二发现,当情境线索明确指向高能力时,高热情描述会导致低能力推断,同时也引发了消极的行为倾向。研究三进一步考察了热情的两个子维度社交性和道德性之间的推断,结果发现描述社交性职业的社交性信息或者描述道德性职业的道德性信息时,对目标对象的整体评价和行为意愿都更为积极。本研究表明,情境的预期性线索为社会认知内容的推断提供了基本的认知框架,当信息呈现与情境预期相匹配时,更容易产生积极推断。     

情境线索对社会认知内容推断的影响

本研究考察了情境线索对社会目标不同内容维度之间的推断的影响。研究一发现,缺乏情境线索时,两个基本维度热情和能力之间呈一种正向推断。研究二发现,当情境线索明确指向高能力时,高热情描述会导致低能力推断,同时也引发了消极的行为倾向。研究三进一步考察了热情的两个子维度社交性和道德性之间的推断,结果发现描述社交性职业的社交性信息或者描述道德性职业的道德性信息时,对目标对象的整体评价和行为意愿都更为积极。本研究表明,情境的预期性线索为社会认知内容的推断提供了基本的认知框架,当信息呈现与情境预期相匹配时,更容易产生积极推断。     

Construal‐Level Effects on Preference Stability,Preference‐Behavior Correspondence,and the Suppression of Competing Brands

Construal level theory (Trope & Liberman, 2003) suggests that construal level––or the degree of abstractness of mental representations––increases with temporal, spatial, or sensory distance. Three experiments show that the mere presence of a set of target brands at the time a choice is made encourages consumers to represent the brands in memory in terms of concrete lower‐level construals. Consequently, preference stability is higher, preference‐behavior consistency is greater, and product category‐identification latencies for competing brands are slower. Furthermore, the mere presence of target brands at the time of choice affects preference‐behavior consistency independent of the effects of direct experience. Implications for an understanding of spontaneous preference formation, preference representation, and preference elicitation are discussed.     

Real brands in imaginary worlds: investigating players' experiences of brand placement in digital games

• This paper explores the development of brand placement in digital games using focus groups with game‐players. Growth in in‐game brand placement is explained by game developers' financial and creative priorities and experimentation in marketerss' use of media. The external context of game‐play is then examined based on explanations of the non‐material aspects of consumer behaviour. Internal game processes are also reviewed, including psychological processes that are likely to be of interest to marketers. The reported experiences of players are then considered in terms of these processes. Findings seem to support the use of brand placement in games. Players easily recall encounters with brands during game‐play and are generally positive about these experiences, suggesting that brands increase realism because it allows individuals to create and explore consumption‐based daydreams. However, some players reject brand placement, preferring in‐game fantasies that are independent of mundane commodities. The findings also raise issues related to the ways in which individuals may use digital games to reflect on our consumer society and this raises a question of the degree to which digital games may support or oppose existing consumer cultures. Other problems for managers wishing to use this technique were revealed by the repetitive nature of games which may cause message wear‐out, and by playerss' frustration with aspects of a game which may lead to negative evaluations of in‐game brands.

Copyright © 2006 John Wiley & Sons, Ltd.     

Consumer Inference: A Review of Processes,Bases, and Judgment Contexts

Because products are rarely described completely, consumers often form inferences that go beyond the information given. We review research on the processes, bases, and the judgment contexts in which inferences are formed. The most basic processes are induction (inferences from specific instances to general principles) versus deduction (inferences from general principles to specific instances). Stimulus‐based inferences are formed on‐line (as information is encountered) using situationally available information, whereas memory‐based (or theory‐based) inferences are formed using prior knowledge and experience. Inferences can pertain to a single product judged in isolation (a singular judgment context) or to multiple products considered in relation to one another (a comparative judgment context). This 2x2x2 (Induction vs. Deduction x Stimulus‐Based vs. Memory‐Based x Singular vs. Comparative Judgment) theoretical framework suggests that there are 8 different types of inferences that consumers may form. Based on this framework, we identify gaps in the literature and suggest directions for future research.     

The Influence of Masculinity and Femininity in Different Advertising Processing Contexts: An Accessibility Perspective

The accessibility of self-rated masculinity and femininity is proposed to vary as a function of individual differences, product types, and affective states. In turn, enhanced accessibility of masculinity or femininity should increase the influence of masculine or feminine ad-self congruency on advertisement evaluations. Results of two experiments showed that, for individuals whose masculinity or femininity was chronically accessible, congruency between ad portrayals and self-ratings on these dimensions predicted more positive attitudes toward the advertisement. Moreover, product types and affective states altered the degree of influence that masculine or feminine ad-self congruency exerted on advertisement evaluations. Finally, individuals high in masculinity were found to rely more on product function beliefs when evaluating advertised brands.     

Search for multiple targets of different colours: Misguided eye movements reveal a reduction of colour selectivity

Searching for two targets simultaneously is often less efficient than conducting two separate searches. Eye movements were tracked to understand this dual‐target cost. Findings are discussed in the context of security screening. In both single‐target and dual‐target search, displays contained one target at most. Stimuli were abstract shapes modelled after guns and other threat items. With these targets and distractors, colour information helped more in guiding search than shape information. When the two targets had different colours, distractors with colours different from either target were fixated more often in dual‐target search than in single‐target searches. Thus a dual‐target cost arose from a reduction in colour selectivity, reflecting limitations in the ability to represent two target features simultaneously and use them to guide search. Because of these limitations, performance in security searches may improve if each image is searched by two screeners, each specializing in a different category of threat item. Copyright © 2011 John Wiley & Sons, Ltd.     

基于语境的预期推理构建的实验研究

两个实验用移动视窗技术,用目标句阅读时间和命名探测词两种指标来考察当文本中有两个情境模型时,读者是否会即时进行预期推理。结果表明,如果在支持性语境与引发推理的信息之间插入一个与支持性语境所描述的情境模型不同的,且与主人公目标有关的因果链上的情境模型的信息,则不管这个插入的情境模型在文本中的位置如何,也不管干扰信息的干扰水平高低,都会降低因果性预期推理在阅读中产生的可能性。     

Assessing the predictive validity of perceived globalness and country of origin of foreign brands in quality judgments among consumers in emerging markets

Consumers in emerging markets are known to have strong preferences for well‐known foreign brands. Drawing on schema and categorization theories, this study empirically investigates how accessible two components of brand foreignness – globalness and country of brand origin – are in consumer perceptions of brand quality in emerging markets. In addition, we argue that brand globalness can be shaped by inferential reasoning and test how consumer perceptions of brand globalness are affected by both a brand's country of origin and its perceived quality. Two different studies were conducted with young‐adult consumers in China. The study found that in their evaluations of foreign brands consumers are more influenced by country of origin than by brand globalness. It also found that consumers tend to perceive a high level of globalness in high‐quality brands and brands from a favorable country‐of‐origin. Further, this tendency was found to differ between well‐known and lesser‐known brands. These findings confirm the predictive validity of country of origin, but contrast with extant literature on the role of brand globalness as a principal quality cue for foreign brands among consumers in emerging markets. Our findings also imply brand globalness can be an inferred attribute of perceived brand quality and country‐of‐origin image. Keywords: brand foreignness, brand globalness, country‐of‐origin effect, emerging markets.     

On-line predictive inferences in reading: Processing timeduring versusafter the priming context

Prior research suggests that predictive inferences take time to construct on-line. The present study examines the relative contribution of time available during and after reading an inducing context. In six experiments, we manipulated the presentation rate of the context and the delay between the onset of the last word in the context and a target word. A predicting, or a control, sentence context was followed by a target word, which represented the predicted event or an unlikely event. The results indicated that increasing the time available during reading of the context improved comprehension of explicit information, but it did not affect construction of inferences. In contrast, increasing the delay at the end of the context did not affect explicit comprehension, but it enhanced the probability of inferences, as revealed by shorter latencies in naming the predictable target word after the inducing context, relative to the control context. These findings show that readers defer making predictive inferences until 1 sec after the sentence context has been read, regardless of the time available when they are processing the context.     

Consumers' perceptions of the dimensions of brand personality

Brand personality (human‐like characteristics of a brand) has been a popular topic in the marketing literature for over 50 years. However, there is a lack of consumer‐focused studies investigating what factors shape perceptions of brand personality. To address this gap, the purpose of the current study is to understand how consumers form their perceptions of the different dimensions of brand personality identified in Aaker's scale (sincerity, excitement, competence, sophistication and ruggedness), and what product or brand characteristics influence these perceptions. Sixty‐six interviews were conducted with graduate students, who were asked to discuss which brands reflected the specific dimensions of brand personality in Aaker's scale. As a result, we identify the kinds of brands consumers perceive as typical for each personality dimension, discover their common characteristics and explain the reasons why some brands are strongly associated with a particular dimension and some are not. Our findings indicate that specific brand personality dimensions are associated with particular product categories. However, brands mentioned as strong on respective personality dimensions share commonalities beyond just a product category. For instance, sincere brands share family‐related associations and high morals, exciting brands offer consumers the opportunity to experience exciting feelings and are related to special ‘exciting’ occasions, competent brands are mostly associated with expertise and quality, sophisticated brands are usually of feminine nature, whereas rugged brands are of masculine nature. Moreover, we find that brands which consumers perceive as lacking on a particular personality dimension also share common attributes. Copyright © 2011 John Wiley & Sons, Ltd.     

The Role of Inference in Attribute Framing Effects

Previous research has shown that a speaker's choice between logically equivalent frames is influenced by reference point information, and that listeners draw accurate inferences based on the frame. Less clear, however, is whether these inferences play a causal role in generating attribute framing effects. Two experiments are reported, which suggest that frame‐dependent inferences are sufficient to generate attribute framing effects, and that blocking such inferences may block framing effects. Experiment 1 decomposed the typical framing design into two parts: One group of participants saw a target described in one of two attribute frames and reported their estimates (inferences) of the typical attribute value. These estimates were then given to a second group of yoked participants, who evaluated the target. Although this latter group was not exposed to different attribute frames, they nevertheless exhibited a “framing effect” as a result of receiving systematically different inferences. In contrast, Experiment 2 shows that experts—who are familiar with an attribute's distribution and are therefore less likely to draw strong frame‐based inferences—exhibit a diminished framing effect. Together, these findings underscore the role of inferences in the generation and attenuation of attribute framing effects. Copyright © 2017 John Wiley & Sons, Ltd.     

You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands

The set of associations consumers have about a brand is an important component of brand equity. In this article, we focus on reference groups as a source of brand associations, which can be linked to one's mental representation of self to meet self‐verification or self‐enhancement goals. We conceptualize this linkage at an aggregate level in terms of self‐brand connections, that is, the extent to which individuals have incorporated a brand into their self‐concept. In 2 studies, we show that brands used by member groups and aspiration groups can become connected to consumers’ mental representation of self as they use these brands to define and create their self‐concepts. Results from Experiment 1 show that the degree to which member group and aspiration group usage influences individual self‐brand connections is contingent on the degree to which the individual belongs to a member group or wishes to belong to an aspiration group. In Experiment 2, we found that for individuals with self‐enhancement goals, aspiration group brand use has a greater impact on self‐brand connections; for individuals with self‐verification goals, on the other hand, member group use has a greater impact.     

How salient pictures in magazine advertisements bias consumers' preference construction: A comparison with product pages in e‐stores applying dual system model

This article compares the preference construction strategies that consumers adopt when reading magazine ads or browsing e‐stores. Decision processes are constrained by the structure of the context, so this research started with a pilot study that explored the use of salient background pictures in both contexts; the findings showed that magazine ads often featured dominant pictures, but product pages in e‐stores usually did not. In line with dual system theory, magazine ads thus may encourage picture‐based processing (System I), whereas product pages in e‐stores may encourage attribute‐based processing (System II). Two studies support these predictions. In Study 1, the product with the worst attributes but the most attractive background pictures was more likely to be chosen by consumers reading a magazine than by those browsing an e‐store. Study 2 affirmed that ad pictures, rather than product attributes, dominated evaluations. Together, these findings indicate that dominant pictures in magazine advertisements encourage intuitive processing and bias analytical processing.     

Perceived brand authenticity: Examining the effects of inferred dedication and anticipated quality on consumers' purchase intentions and actual choices

This research investigates both the downstream effect of perceived brand authenticity on consumers' actual, consequential choice and the important role of inferred brand dedication in the relationship between perceived brand authenticity, anticipated quality, and purchase intentions. We also investigate the interactive effect of two source-related factors—intrinsic motivation and congruity—on consumers' brand authenticity perceptions. We present findings from three studies using different product categories (utilitarian/consumable: hand sanitizer; hedonic/consumable: chocolate; hedonic/non-consumable: sunglasses). Study 1 shows that consumers use information regarding the intrinsic motivation of those behind the brand and congruity between the brand's actions and what it represents to consumers when forming brand authenticity perceptions and that intrinsic motivation and congruity interact to increase authenticity perceptions. We anticipate that consumers' positivity toward brands perceived as authentic will extend to actual choice through anticipated quality. Study 2 demonstrates that consumers choose authentic brands over inauthentic brands above what chance would dictate and anticipated quality can forecast this choice. Next, we extend our collective process knowledge by exploring an underlying reason why consumers anticipate that brands presented through marketing communications as authentic will have higher quality. We suggest that when managers present brands as authentic, consumers infer greater dedication of those behind the brand and inferred dedication influences anticipated product quality. Study 3 provides support and uncovers a serial mediation process, highlighting the importance of inferred dedication. Specifically, perceived brand authenticity increases consumers' brand dedication inferences, which in turn increases anticipated product quality, and ultimately purchase intentions.     

Right‐wing authoritarianism and social dominance orientation differentially predict biased evaluations of media reports

This study tested the dual‐process motivational (DPM) model, which posits that right‐wing authoritarianism (RWA) and social dominance orientation (SDO) differentially predict attitudes toward socially threatening or subordinate groups, respectively. Participants read articles on same‐sex relationships and affirmative action and evaluated the article content and the biases of the article authors. The article conclusions (i.e., pro‐ or anti‐same‐sex relationships and affirmative action) were varied between subjects. As expected, only RWA predicted evaluations of the same‐sex relationships articles and authors, whereas only SDO predicted evaluations of the affirmative action articles and authors. These results extend applications of the dual‐process model by demonstrating that RWA and SDO differentially predict evaluations of political information that pertains to socially threatening or subordinate groups, respectively.     

I think I like you: Spontaneous and deliberate evaluations of potential romantic partners in an online dating context

The present research examined processes of impression formation within an online dating context. Across two studies, female participants formed impressions of a potential partner based on an online dating profile containing information about the target's facial attractiveness and self‐described ambition. Afterwards, deliberate evaluations of the target were assessed with a self‐report measure and spontaneous evaluations were measured with an affective priming task. The results showed that deliberate evaluations varied as a function of both self‐described ambition and facial attractiveness. In contrast, spontaneous evaluations varied only as a function of facial attractiveness. Experiment 2 further showed that these effects were independent of the order in which the two types of information had been encoded. The results are discussed in terms of associative and propositional processes, and the conditions under which these processes can lead to conflicting evaluations of the same potential romantic partner. Copyright © 2009 John Wiley & Sons, Ltd.     

A secondary task is not always costly: Context‐based guidance of visual search survives interference from a demanding working memory task

Repeatedly encountering a visual search display with the target located at a fixed position relative to the distractors facilitates target detection, relative to novel displays – which is attributed to search guidance by (acquired) long‐term memory (LTM) of the distractor ‘context’ of the target. Previous research has shown that this ‘contextual cueing’ effect is severely impeded during learning when participants have to perform a demanding spatial working memory (WM) task concurrently with the search task, though it does become manifest when the WM task is removed. This has led to the proposal that search guidance by LT context memories critically depends on spatial WM to become ‘expressed’ in behaviour. On this background, this study, of two experiments, asked: (1) Would contextual cueing eventually emerge under dual‐task learning conditions if the practice on the task(s) is extended beyond the short training implemented in previous studies? and given sufficient practice, (2) Would performing the search under dual‐task conditions actually lead to an increased cueing effect compared to performing the visual search task alone? The answer is affirmative to both questions. In particular, Experiment 1 showed that a robust contextual cueing effect emerges within 360–720 dual‐task trials as compared to some 240 single‐task trials. Further, Experiment 2 showed that when dual‐ and single‐task conditions are performed in alternating trials blocks, the cueing effect for the very same set of repeated displays is significantly larger in dual‐task blocks than in single‐task blocks. This pattern of effects suggests that dual‐task practice eventually leads to direct, or ‘automatic’, guidance of visual search by learnt spatial LTM representations, bypassing WM processes. These processes are normally engaged in single‐task performance might actually interfere with direct LTM‐based search guidance.