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We examined consumer reactions to new products introduced under four different brand naming scenarios. The results suggest that when consumers see a high degree of fit between the new product and the existing brand, brand extensions, sub‐brands, and nested brands are about equally preferred. But when consumers perceive little fit, a new brand name is the most preferred, followed by nested brands, sub‐brands, and extensions, in that order.

This research proposes that frustration during the purchase process for high-technology durable goods has a significant effect on the probability that consumers will commit to a technology and make a purchase. In order to explore the effects of consumer frustration on the purchase process, a scale is developed that reveals that frustration in high-technology decision environments is composed of two dimensions, processing frustration and frustration with the pace of technological change. These dimensions of frustration have a significant effect on consumer choice behavior. While processing frustration significantly reduces the probability of commitment to a technology, the probability of making a decision is significantly lower when consumers are frustrated with the pace of technological change. © 2004 Wiley Periodicals, Inc.Given the rapidly changing marketplace for consumer high-technology durable goods, it is crucial that marketers understand and eliminate as Psychology & Marketing, Vol. 21(12) 1059 many barriers to purchase as possible. Although rational barriers to purchase clearly exist, very little attention has been paid to the emotional barriers that may lead to purchase postponement or nonpurchase. Previous research on the impact of emotions on information processing and decision making suggests that negative emotions arising from trade-off difficulty may bring about coping activities that alter decision outcomes (Luce, Bettman, & Payne, 2001). Negative emotions have also been shown to impact scrutiny of advertising messages (Krishnamurthy & Sivaraman, 2002), and to result in behavioral manifestations such as purchase postponement or delay (Frijda, 1986(Frijda, , 1988. The goal of this research is to explore the effects of one particular negative emotion, frustration, on the purchase process for highinvolvement goods in dynamic choice environments.:Technology products play an integral role in contemporary life and as such consumers have learned to anticipate an ongoing cycle of technological improvements and decreasing prices that require consumers to consider not only what to buy, but when to buy it (Joerges, 1988). From a cognitive standpoint, the rapid pace of innovation in the technology marketplace complicates the purchase process in the short term by rendering search information obsolete as new and improved products enter the market, and in the long run by forcing consumers to accept the constant changing of choice criteria, consideration sets, and the viability of chosen products (Bagozzi, Baumgartner, & Pieters, 1998;Namwoon, Rajendra, & Han, 2001;Venkatesh & Brown, 2001). Further complicating the process is the use of jargon with which the average consumer is unfamiliar (e.g., the product attributes offered for an entry-level digital camera) (Greenspan, 2003).This study suggests that frustration during the purchase process for high-technology durables stems from the complexity, ambiguity, and unavailability of information that is necessary for consumers to differentiate between competing...

Purpose Off-price fashion retailers are expected to dominate the retail sector over the next five years. Surprisingly, selling excess designer labels, in what some describe as a disorganized manner, appeals to certain shoppers who enjoy the “thrill of the hunt.” Recent research conceptualized consumers, whose motivation for, and outcomes from, fashion shopping set them apart from previously reported shopper types. Referred to as “Sport Shoppers,” they view fashion shopping as an achievement domain. The purpose of this paper is to quantify such shoppers through the development of a valid psychometric scale. Design/methodology/approach Four studies, comprising depth interviews and online surveys, across two countries were employed to develop a three-dimensional scale of the sport shopping experience. Factor analyses and structural equation modeling were used to analyze and test a theoretically hypothesized model. Findings Study 1 generated items aligned to the three theoretical dimensions of the sport shopping experience. Study 2 confirmed reliability and factor structure of the psychometric scale. Study 3 provides evidence of convergent and discriminant validity with previous shopper types. Finally, Study 4 demonstrates nomological validity through a theoretically hypothesized model of the sport shopping experience. Originality/value This is the first study to employ achievement goal theory in a consumer behavior context to delineate an emergent shopper type. The developed scale is the most comprehensive, multi-dimensional measure of the experience of this new consumer type. As such, it represents a valuable contribution to fashion retail and consumer behavior literature. The scale enables practitioners to quantify target markets and identify relationships to other factors, such as overall satisfaction and brand repurchase intentions.