UnivTrevesV1, Istex, Corpus, bibRecord, 001736

Context Effects in Product Line Extensions: Context Is Not Destiny

Identifieur interne : 001736 ( Istex/Corpus ); précédent : 001735; suivant : 001737

Context Effects in Product Line Extensions: Context Is Not Destiny

Auteurs : Michaela Wnke ; Herbert Bless ; Norbert Schwarz

Source :

Journal of Consumer Psychology [ 1057-7408 ] ; 1998.

RBID : ISTEX:C0A9916327A6DA45E483D4FD623D27BA61C85104

Abstract

Research on brand extensions has mainly focused on the similarity between the extension and the core brand as a determinant of assimilation of the extension to the core brand. The studies reported here (a) investigate how the evaluation of an extension can be influenced by means other than actual product similarity and (b) emphasize the role of contrast effects in the evaluation of brand extensions. Two experiments illustrate that the use of brand information in evaluations of a brand extension can be influenced by superficial characteristics of the extension that are under marketers control, such as its name. In Experiment 1, a compact car manufactured by a sports car company received a more sports-car-typical evaluation when its name reflected the continuation rather than discontinuation of previous models. Experiment 2 suggests that name discontinuation elicits contrast to previous models. This contrast effect was more pronounced for nonexperts than for experts.

Url:

https://api.istex.fr/document/C0A9916327A6DA45E483D4FD623D27BA61C85104/fulltext/pdf

DOI: 10.1207/s15327663jcp0704_01

Links to Exploration step

ISTEX:C0A9916327A6DA45E483D4FD623D27BA61C85104

Le document en format XML

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<front><div type="abstract">Research on brand extensions has mainly focused on the similarity between the extension and the core brand as a determinant of assimilation of the extension to the core brand. The studies reported here (a) investigate how the evaluation of an extension can be influenced by means other than actual product similarity and (b) emphasize the role of contrast effects in the evaluation of brand extensions. Two experiments illustrate that the use of brand information in evaluations of a brand extension can be influenced by superficial characteristics of the extension that are under marketers control, such as its name. In Experiment 1, a compact car manufactured by a sports car company received a more sports-car-typical evaluation when its name reflected the continuation rather than discontinuation of previous models. Experiment 2 suggests that name discontinuation elicits contrast to previous models. This contrast effect was more pronounced for nonexperts than for experts.</div>
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<affiliation>Department of Psychology, Universitt Trier</affiliation>
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<abstract><p>Research on brand extensions has mainly focused on the similarity between the extension and the core brand as a determinant of assimilation of the extension to the core brand. The studies reported here (a) investigate how the evaluation of an extension can be influenced by means other than actual product similarity and (b) emphasize the role of contrast effects in the evaluation of brand extensions. Two experiments illustrate that the use of brand information in evaluations of a brand extension can be influenced by superficial characteristics of the extension that are under marketers control, such as its name. In Experiment 1, a compact car manufactured by a sports car company received a more sports-car-typical evaluation when its name reflected the continuation rather than discontinuation of previous models. Experiment 2 suggests that name discontinuation elicits contrast to previous models. This contrast effect was more pronounced for nonexperts than for experts.</p>
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<head><ce:title>Context Effects in Product Line Extensions: Context Is Not Destiny</ce:title>
<ce:author-group><ce:author><ce:given-name>Michaela</ce:given-name>
<ce:surname>Wänke</ce:surname>
<ce:cross-ref refid="aff1"><ce:sup>1</ce:sup>
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<ce:cross-ref refid="cor1"><ce:sup>⁎</ce:sup>
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<ce:e-address type="email">ziv7@psi-svl.psi.uni-heidelberg.de</ce:e-address>
</ce:author>
<ce:author><ce:given-name>Herbert</ce:given-name>
<ce:surname>Bless</ce:surname>
<ce:cross-ref refid="aff2"><ce:sup>2</ce:sup>
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</ce:author>
<ce:author><ce:given-name>Norbert</ce:given-name>
<ce:surname>Schwarz</ce:surname>
<ce:cross-ref refid="aff3"><ce:sup>3</ce:sup>
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<ce:affiliation id="aff1"><ce:label>1</ce:label>
<ce:textfn>Department of Psychology, Universität Heidelberg</ce:textfn>
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<ce:affiliation id="aff2"><ce:label>2</ce:label>
<ce:textfn>Department of Psychology, Universität Trier</ce:textfn>
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<ce:affiliation id="aff3"><ce:label>3</ce:label>
<ce:textfn>Institute for Social Research, University of Michigan</ce:textfn>
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<ce:correspondence id="cor1"><ce:label>⁎</ce:label>
<ce:text>Requests for reprints should be sent to Michaela Wänke, Psychologisches Institut, Universität Heidelberg, Hauptstr. 47–51, D–69117 Heidelberg, Germany.</ce:text>
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<ce:abstract><ce:abstract-sec><ce:simple-para>Research on brand extensions has mainly focused on the similarity between the extension and the core brand as a determinant of assimilation of the extension to the core brand. The studies reported here (a) investigate how the evaluation of an extension can be influenced by means other than actual product similarity and (b) emphasize the role of contrast effects in the evaluation of brand extensions. Two experiments illustrate that the use of brand information in evaluations of a brand extension can be influenced by superficial characteristics of the extension that are under marketers’ control, such as its name. In Experiment 1, a compact car manufactured by a sports car company received a more sports-car-typical evaluation when its name reflected the continuation rather than discontinuation of previous models. Experiment 2 suggests that name discontinuation elicits contrast to previous models. This contrast effect was more pronounced for nonexperts than for experts.</ce:simple-para>
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</head>
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<mods version="3.6"><titleInfo lang="en"><title>Context Effects in Product Line Extensions: Context Is Not Destiny</title>
</titleInfo>
<titleInfo type="alternative" lang="en" contentType="CDATA"><title>Context Effects in Product Line Extensions: Context Is Not Destiny</title>
</titleInfo>
<name type="personal"><namePart type="given">Michaela</namePart>
<namePart type="family">Wnke</namePart>
<affiliation>Department of Psychology, Universitt Heidelberg</affiliation>
<affiliation>Requests for reprints should be sent to Michaela Wnke, Psychologisches Institut, Universitt Heidelberg, Hauptstr. 4751, D69117 Heidelberg, Germany.</affiliation>
<affiliation>E-mail: ziv7@psi-svl.psi.uni-heidelberg.de</affiliation>
<role><roleTerm type="text">author</roleTerm>
</role>
</name>
<name type="personal"><namePart type="given">Herbert</namePart>
<namePart type="family">Bless</namePart>
<affiliation>Department of Psychology, Universitt Trier</affiliation>
<role><roleTerm type="text">author</roleTerm>
</role>
</name>
<name type="personal"><namePart type="given">Norbert</namePart>
<namePart type="family">Schwarz</namePart>
<affiliation>Institute for Social Research, University of Michigan</affiliation>
<role><roleTerm type="text">author</roleTerm>
</role>
</name>
<typeOfResource>text</typeOfResource>
<genre type="research-article" displayLabel="Full-length article"></genre>
<originInfo><publisher>ELSEVIER</publisher>
<dateIssued encoding="w3cdtf">1998</dateIssued>
<copyrightDate encoding="w3cdtf">1998</copyrightDate>
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<language><languageTerm type="code" authority="iso639-2b">eng</languageTerm>
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<abstract>Research on brand extensions has mainly focused on the similarity between the extension and the core brand as a determinant of assimilation of the extension to the core brand. The studies reported here (a) investigate how the evaluation of an extension can be influenced by means other than actual product similarity and (b) emphasize the role of contrast effects in the evaluation of brand extensions. Two experiments illustrate that the use of brand information in evaluations of a brand extension can be influenced by superficial characteristics of the extension that are under marketers control, such as its name. In Experiment 1, a compact car manufactured by a sports car company received a more sports-car-typical evaluation when its name reflected the continuation rather than discontinuation of previous models. Experiment 2 suggests that name discontinuation elicits contrast to previous models. This contrast effect was more pronounced for nonexperts than for experts.</abstract>
<relatedItem type="host"><titleInfo><title>Journal of Consumer Psychology</title>
</titleInfo>
<titleInfo type="abbreviated"><title>JCPS</title>
</titleInfo>
<genre type="journal">journal</genre>
<originInfo><dateIssued encoding="w3cdtf">1998</dateIssued>
</originInfo>
<identifier type="ISSN">1057-7408</identifier>
<identifier type="PII">S1057-7408(98)X8226-4</identifier>
<part><date>1998</date>
<detail type="volume"><number>7</number>
<caption>vol.</caption>
</detail>
<detail type="issue"><number>4</number>
<caption>no.</caption>
</detail>
<extent unit="issue pages"><start>299</start>
<end>392</end>
</extent>
<extent unit="pages"><start>299</start>
<end>322</end>
</extent>
</part>
</relatedItem>
<identifier type="istex">C0A9916327A6DA45E483D4FD623D27BA61C85104</identifier>
<identifier type="DOI">10.1207/s15327663jcp0704_01</identifier>
<identifier type="PII">S1057-7408(98)70373-0</identifier>
<accessCondition type="use and reproduction" contentType="copyright">©1998 Elsevier, Inc</accessCondition>
<recordInfo><recordContentSource>ELSEVIER</recordContentSource>
<recordOrigin>Elsevier, Inc, ©1998</recordOrigin>
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Context Effects in Product Line Extensions: Context Is Not Destiny

Context Effects in Product Line Extensions: Context Is Not Destiny

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