Effects of Parent‐Extension Similarity and Self Regulatory Focus on Evaluations of Brand Extensions |
| |
| Authors: | Junsang Yeo Jongwon Park |
| |
| Institution: | 1. Çankaya University, Department of Psychology, Ankara, Turkey;2. Safety Research Unit, Middle East Technical University, Ankara, Turkey;1. CSIRO, FD McMaster Research Laboratory, Locked Bag 1, Armidale NSW 2350, Australia;2. ParisAgroTech, 16 rue Claude Bernard 75005, Paris, France;1. Helmholtz-Zentrum Geesthacht, Max-Planck-str. 1, 21502 Geesthacht, Germany;2. Hydrobiological Station, INRA, UMR CARRTEL, BP 511, Thonon Cedex, France;3. Laboratoire Eau Environnement Systeèmes Urbains, Ecole des Ponts ParisTech, UPEC, AgroParisTech, UPE, Marne-la-Vallée, France;1. Department of Civil Engineering and Hazard Mitigation Design, China University of Technology, No. 56, Section 3, Hsinlong Road, Taipei 116, Taiwan;2. Northern Region Inspection Office of the Council of Labor Affairs of Taiwan, No. 39, Alley 31, Shaushing N. Street, Taipei 100, Taiwan |
| |
| Abstract: | 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. |
| |
| Keywords: | |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
