The Interactive Effects of Mood and Involvement on Brand Extension Evaluations

This article examines the interactive effects of mood and involvement on evaluations of product extensions that vary in their similarity to the core brand. Results from an initial experiment show that, under conditions of high involvement, participants’ mood influenced their evaluations of extensions that were moderately similar to the core brand, but did not affect evaluations of either very similar or dissimilar extensions. Under low‐involvement conditions, however, the influence of positive mood was independent of core brand‐extension similarity. A second experiment demonstrates that mood's effect on extension evaluations may further depend on the measurement procedures used to elicit product appraisals. Collectively, these studies highlight important contingencies regarding mood's influence on extension evaluations and, as such, improve our understanding of consumers’ appraisals of brand extensions.     

Effects of Parent‐Extension Similarity and Self Regulatory Focus on Evaluations of Brand Extensions

Research has shown that a similar extension of a brand is evaluated more favorably than a dissimilar one. In this research we demonstrate that self‐regulatory focus (promotion vs. prevention focus) significantly moderates the effect. Four experiments demonstrated that similar extensions were evaluated more favorably than less similar extensions when participants were chronically or momentarily prevention focused, whereas such effect was eliminated and sometimes even reversed when participants were chronically or situationally promotion focused. This discrepancy was attributed to different weights attached to the perceived risk and to the perceived hedonic value of the extension by promotion‐focused vs. prevention‐focused individuals.     

The Effect of Mental Simulation (Process‐ Versus Outcome‐Focus) on Extension Evaluation:A Bipolarized Fit Perception

The present research investigates perceived fit effects according to the focus that consumers place when evaluating brand extensions. Process‐focus encourages consumers to focus their thoughts on the process of reaching an outcome, thereby affecting extension evaluations on the basis of the process similarity between the original brand and its extensions. Conversely, outcome‐focus encourages consumers to focus their thoughts on the final outcome, thereby affecting extension evaluations on the basis of the final outcome similarity between the original brand and its extensions. With this conceptual framework, the present research demonstrated that for the process‐focus condition, the extension was evaluated more favorably when the similarity between the process of the original brand and the process of its extension was present (Study 1). By contrast, for the outcome‐focus condition, the extension was evaluated more favorably when the similarity between the final outcome of the original brand and the final outcome of its extension was present (Study 2).     

A dual-process model of brand extension: Taxonomic feature-based and thematic relation-based similarity independently drive brand extension evaluation

The success of a brand extension depends largely on the similarity between the brand and its extension product. Recent psychological and neuroscientific evidence supports a dual-process model that distinguishes taxonomic feature-based similarity from thematic relation-based similarity. In addition to providing a parsimonious organizational framework for prior brand extension research, this dual-process model also provides novel predictions about the processing and evaluation of taxonomic brand extensions (e.g., Budweiser cola) and thematic brand extensions (e.g., Budweiser chips). Results indicate that taxonomic and thematic similarities independently contribute to branding professionals' and lay consumers' evaluations of real and hypothetical brand extensions (Studies 1A and 1B). Counter-intuitively, thematic brand extensions are processed more rapidly (Study 2), judged more novel, and evaluated more positively than taxonomic extensions (Study 3). When induced to consider the commonalities between the brand and the extension product, however, taxonomic extensions are judged more novel and evaluated more positively (Study 3). Implications for brand extension and marketing more generally are discussed.     

The effects of name similarity on message processing and persuasion

Prior studies have found that name similarity can serve as a cue that favorably affects evaluations without conscious deliberation. In a series of four experiments, we show that name similarity can increase the conscious processing of information with which it is associated. When exposed to student resumes or advertised brands with names similar (versus dissimilar) to theirs, respondents were more likely to relate the information to themselves (self-reference, Experiments 2-4) and thoughtfully examine it. Evidence of thoughtful processing included slower reaction times when reviewing resumes and greater information recall (Experiment 1), spending more time in resume review (Experiment 2), greater evaluative differentiation between resumes and product brands of different quality (Experiments 2 and 3), and developing stronger brand attitudes (Experiment 4). An expanded view of how and why name similarity can affect persuasion is offered and discussed.     

In the eye of the beholder: The role of cognitive style and similarity in the evaluation of brand extensions

Fit has been identified as an antecedent of the success of brand extensions. Recently, a new stream of literature has distinguished two different types of fit: feature‐based taxonomic similarity and relation‐based thematic similarity. Although researchers in this field have investigated how thematic and taxonomic brand extensions are evaluated, they have not accounted for interindividual differences in these evaluations. To address this gap, we investigate how cognitive styles are related to the evaluation of brand extensions that are based on different types of similarity. We show that a systematic cognitive style is related to the evaluation of taxonomic brand extensions. Moreover, we take the first steps to disentangle the relationship between intuitive cognitive style and the evaluation of thematic brand extensions, and we show that positive affect might play an important role as a moderator in these cases. The results provide us with a better understanding of how interindividual differences in information processing might account for differences in preferences for different types of brand extensions and, hence, consumer behavior.     

Opinions From Others Like You: The Role of Perceived Source Similarity

A theoretical framework is proposed to test the influence of opinions of other consumers, based on perceived similarity, in two contexts. The perceived similarity of the source may be diagnostic for consumers who are concerned about mispurchase. Experiment 1, therefore, compared the effects of ads featuring a consumer versus an expert as an endorser, with participant use status as a moderator that may affect concerns about mispurchase. Potential product users rated the consumer endorser higher on perceived similarity, which increased ad credibility and resulted in better ad and brand attitudes. Experiment 2 compared the effects of information about a product delivered on a consumer blog with that of information from the advertiser's official Web site, with concern about mispurchase as a moderator. More concerned consumers rated the blogger higher than the advertiser on perceived similarity, leading to greater information credibility and more favorable attitudes toward the blog and the product.     

Retail brand extension—perceived fit,risks and trust

• This study examines consumer fit perception, risks and trust in retail brand extension in financial services. Respondents (324) living in Sheffield were involved in the consumer survey, conducted on three major British supermarkets. Mean scores were compared between four groups of respondents. Discriminant analysis was used to determine the factor(s) distinguishing the retailers. Retailers A and B were perceived as trusted brands with respect to financial services. Retailer A was perceived as a trusted brand regardless of the product category. Retailer B was seen as a trusted brand when product performance and financial risks were low while Retailer C was perceived unfit and risky by non‐users and the non‐intend‐to‐buy groups. Age, gender and income influenced fit, risks and trust perception. When consumers knew the store or were store loyal, they tended to trust the store brand extension whereas when consumers did not know or were new to the store, fit and risks were perceived. Implications for corporate branding, brand extension decision‐making and implementations are sought.

Copyright © 2008 John Wiley & Sons, Ltd.     

Similarity as transformation

We propose that similarity is determined by the transformation distance between representations: entities which are perceived to be similar have representations which are readily transformed into one another, whereas transforming between dissimilar entities requires many transformations. We present three experiments that indicate that similarity is strongly influenced by transformation distance. These data present a challenge for featural or spatial accounts of similarity. Finally, we introduce a family of transformation-based accounts of similarity, called 'Representational Distortion', as a specific example of a transformational approach to similarity.     

Interference Effects of Contextual Cues in Advertisements on Memory for Ad Content

The effectiveness of advertisements has been an issue of great concern to marketers, especially with the rapid increase in the number of marketing communications that the average consumer receives every day. Prior research has examined the impact of verbal interference on consumers’ memory for different elements of the advertisement—that is, interference caused by similar verbal elements in advertisements for brands in the same product category. This study examined the impact of similar contextual or background stimuli on consumers’ memory for different elements of the advertisement. Consumers were exposed to print advertisements for products in different product categories. The similarity of contextual cues—that is, background scenes—was manipulated (similar vs. dissimilar). Using a 2 (contextual cues interference: low and high) x 2 (processing goal: ad and brand) x 3 (cues: brand name, ad photo, product class) between‐subjects design, it was found that exposure to ads with similar contextual elements reduced individuals’ ability to recall not only contextual or background elements but also brand name from a target advertisement.     

Relationships between Perceived Paternal and Maternal Sacrifice and Developmental Outcomes of Chinese Adolescents Experiencing Economic Disadvantage

Parental sacrifice is an important feature of Chinese socialization. According to Walsh’s family resilience framework, perceived parental sacrifice serves as a familial protective factor that enhances adolescent positive development in the context of adversity and economic hardship. Based on a sample of 716 Chinese adolescents experiencing economic disadvantage in Hong Kong, this study examined the main and interaction effects of perceived paternal and maternal sacrifice on adolescent developmental outcomes (indexed by self-identity, self-determination and self-efficacy) in Chinese families. We also examined the differences between paternal and maternal sacrifice perceived by adolescents. Results showed that adolescents perceived maternal sacrifice to be stronger than paternal sacrifice. Moreover, there were main and interaction effects of perceived paternal sacrifice and maternal sacrifice on adolescents’ self-identity, self-determination and self-efficacy. When paternal sacrifice was at higher levels, maternal sacrifice positively predicted adolescents’ self-identity, self-determination and self-efficacy. However, when paternal sacrifice was at lower levels, the influence of maternal sacrifice on adolescent self-identity, self-determination and self-efficacy became non-significant. The study underscored the importance of paternal and maternal sacrifice and illustrated their interaction in shaping the developmental outcomes of economically disadvantaged adolescents. The theoretical and practical implications for family intervention work were discussed.

     

Perceived self–other differences in persuasibility: The effects of interpersonal and group-based similarity

Two experiments examined the effects of interpersonal and group-based similarity on perceived self–other differences in persuasibility (i.e. on third-person effects, Davison, 1983). Results of Experiment 1 (N=121), based on experimentally-created groups, indicated that third-person perceptions with respect to the impact of televised product ads were accentuated when the comparison was made with interpersonally different others. Contrary to predictions, third-person perceptions were not affected by group-based similarity (i.e. ingroup or outgroup other). Results of Experiment 2 (N=102), based on an enduring social identity, indicated that both interpersonal and group-based similarity moderated perceptions of the impact on self and other of least-liked product ads. Overall, third-person effects were more pronounced with respect to interpersonally dissimilar others. However, when social identity was salient, information about interpersonal similarity of the target did not affect perceived self–other differences with respect to ingroup targets. Results also highlighted significant differences in third-person perceptions according to the perceiver's affective evaluation of the persuasive message. © 1998 John Wiley & Sons, Ltd.     

Consumer price limits and the brand effect

The effect of brand name present/absent condition on consumer price limits was examined in an experimental setting. The findings of this study have important implications for pricing managers. The results support the past findings that brand name affects price perception. Branded products are perceived to be higher priced than unbranded products (higher acceptable price). That is, branded products seem to command a price premium as compared to unbranded products. The findings suggest that the well-known brand name should be positioned in the upper acceptable price range and the not so well-known brand names in the lower acceptable price range. This brand positioning strategy, in turn, will determine the product's position in the product line, the marketplace, its competition, and its use patterns. Price is very much a part of the product and branding policy.     

Brand Congruity and Comparative Advertising: When and Why Comparative Advertisements Lead to Greater Elaboration

Two experiments are conducted to examine when and why comparative advertisements lead to elaboration. Comparative advertisements in which the sponsor brand and the comparison brand are perceived to be dissimilar lead to greater elaboration, as evidenced by differences in argument quality, than comparative advertisements in which the sponsor and comparison brands are perceived to be similar. This pattern is particularly strong for those individuals not chronically predisposed to elaborate (low need for cognition), whereas those individuals chronically predisposed to elaborate (high need for cognition) elaborate the ads regardless of comparison composition. Results are consistent with our proposed brand congruity explanation.     

Determinants of brand switching: the role of consumer inferences,brand commitment,and perceived risk

Previous research in the area of price discounts has generated a rich, but diverse and mixed body of literature. This research examines the role of consumer's brand commitment and product category risk in influencing the nature as well as valence of the inferences generated by consumers in response to price discounts. Our results provide insights regarding how consumers' responses to competitor inducements vary depending upon their brand commitment for the incumbent brand and perceived risk. Furthermore, we show that higher commitment consumers could resist an inducement from a competitor when they are able to generate negative, marketer‐related inferences. Our research suggests that consumers' inferences are critical than pure economic benefits in determining the effectiveness of discounts.     

The Use of Cues Depends on Goals: Store Reputation Affects Product Judgments When Social Identity Goals Are Salient

The role that a given cue plays in consumer judgments depends on the motive that is salient for the consumer. We focus on store reputation as a cue whose utilization can depend on salient goals. Research has suggested that store reputation does not influence product judgments when brand and price information are available. In 3 experiments, however, we show that when social identity goals are salient or are perceived as relevant to the product, store reputation (because it conveys image‐relevant information) is used in evaluations of product quality. Specifically, store reputation has an impact on product judgments when either (a) consumers’ social‐image goals are directly heightened or (b) an interdependent self‐construal, characterized by a greater concern with social identity, is salient. The role of product type in moderating these effects is also examined.     

Recognizing objects seen from novel viewpoints: effects of view similarity and time

View combination refers to a process that allows generalization to novel views of an object by the combination of object views represented in memory. The present experiments examined whether the perceived similarity between views or the temporal separation of views poses constraints on the view combination process. The results indicated that, although similar views are mapped onto the same object more easily than dissimilar views, dissimilar views, when experienced contiguously in time, produce greater generalization after view combination than similar views. These findings suggest that although the mapping of dissimilar views to the same object is difficult, exposure to temporally contiguous dissimilar views produces better generalization than does exposure to similar views, presumably because they provide more structural information about the object. However, view combination appears to be constrained to views experienced contiguously in time.     

Different and similar at the same time: when the activation of dissimilarity makes people look more similar

Whether two people are presented as similar or different may have a strong impact on the outcome of their comparison. In the present research, we examined the counterintuitive hypothesis that activating dissimilarity increases the perception of similarities between people, in other words increases perceived feature overlap, during the comparison process. We investigated this prediction by asking people to judge the perceived similarity between two faces with a suboptimally related or unrelated morph inserted in between (to influence joint categorization), and with similar or different facial expressions (to vary the salience of similar or different features). The results confirmed our expectations: In the similarity (joint categorization) condition, two faces that differed in expression were perceived as more dissimilar than faces with the same expression. More important for our prediction, in the dissimilarity condition two faces with different expressions were no longer perceived as more dissimilar than two faces with the same expression. We discuss implications of these findings for the mechanisms underlying comparisons between people. Copyright © 2007 John Wiley & Sons, Ltd.     

Am I the typical student? Perceived similarity to student prototypes predicts success

Two studies assessed the relationships between perceived similarity to the college student prototype and academic outcomes. In Study 1, students' similarity to the prototypical good student and their levels of depressed mood were assessed. A year later, students high in depressed mood who did not see themselves as similar to the good student prototype did worse academically. In Study 2, students' perceived favorability and similarity to the prototypical student at their university were assessed along with their levels of neuroticism. Enrollment at their university was then tracked for 5 semesters. Students high in neuroticism who perceived the typical student as both favorable and dissimilar to themselves were less likely to stay enrolled. These findings highlight the importance of perceived dissimilarity in prototype perception, particularly among those high in negative affect.