Consumers' beliefs resulting from conceptual combinations: Conjunctive inferences about brand extensions

Bristol, Terry

doi:10.1002/(sici)1520-6793(199609)13:6<571::aid-mar3>3.0.co;2-5

Cited by 14 publications

(7 citation statements)

References 26 publications

(48 reference statements)

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“…Past research has shown that consumers often form attribute beliefs unique to the brand and product category combination when comprehending and evaluating brand extensions (Bristol, 1996;Schmitt and Dube Â, 1992). I go further in this paper, explicitly linking the unique nature of these attributes to the concept of brand leverage.…”

Section: Discussionmentioning

confidence: 99%

“…Given that brand names and product categories represent labels for two knowledge concepts or nodes (Boush and Loken, 1991;Keller, 1993) and that brand extensions represent combinations of these two concept labels (Bristol, 1996;Schmitt and Dube Â, 1992), findings from psychological studies that have investigated such conceptual combinations are relevant here. These studies have found that beliefs about unique attributes may emerge from the combination of two knowledge concepts, such as``Harvard-educated'' and`c arpenter,'' or``female'' and``mechanic'' (Hastie et al, 1990;Kunda et al, 1990).…”

Section: Unique Combinationmentioning

confidence: 99%

“…Keller, 1993). Rather, consumers seem to use elaborative processing to construct attributes that are more than the sum of those available from brand and product category knowledge (Bristol, 1996;Schmitt and Dube Â, 1992). These attributes are unique to the brand as compared with other brands in the extension product category and unique to the extension product category as compared with other offerings in other product categories in which the brand has a presence.…”

Section: Unique Combinationmentioning

confidence: 99%

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Potential points of brand leverage: consumers’ emergent attributes

Bristol

2002

Journal of Product &Amp; Brand Management

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This paper presents a conceptualization of brand extension attributes that emerge when consumers evaluate brand extensions. These emergent attributes are unique in the extension product category and thus represent potential points of leverage for the brand. An empirical study was conducted to show the utility of these attributes in influencing consumers' responses. Consumers were allowed to write their thoughts as they evaluated fictitious extensions of four actual brands. The results indicate that when emergent attributes are formed, they appear to influence consumers' attitudes toward brand extensions. Unlike previous findings that have suggested that good fit is necessary to ensure extension success, the results indicate that the influence of emergent attributes on consumer attitudes increases as the brand's fit with the extension decreases.

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Section: Discussionmentioning

confidence: 99%

Section: Unique Combinationmentioning

confidence: 99%

Section: Unique Combinationmentioning

confidence: 99%

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Potential points of brand leverage: consumers’ emergent attributes

Bristol

2002

Journal of Product &Amp; Brand Management

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“…Perreault and Leigh's (1989) reliability index was adopted because research shows that it is the most appropriate measure of inter-coder reliability for nominal data that has been coded by two coders (Hughes & Garrett, 1990). The inter-coder reliability was 86%, which is considered to be an acceptable level of inter-coder reliability (Bristol, 1996;Hamilton & Thompson, 2007;Miyazaki, Langenderfer, & Sprott, 1999;Mothersbaugh, Huhmann, & Franke, 2002;Wiles & Danielova, 2009; for a review, see Saldana, 2009). The coders resolved disagreements through discussion.…”

Section: Open-ended Responsesmentioning

confidence: 99%

Adolescent Motivations for Reality Television Viewing: An Exploratory Study

Patino

Kaltcheva

Smith

2012

Psychology and Marketing

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With the recent growth of reality television programing and its appeal to adolescent viewers, marketers, advertisers, and public policy experts need to understand what motivations drive adolescents to watch reality programs. By understanding adolescent viewer motivations, professionals will be able to craft effective marketing strategies and develop public policy programs for improving the welfare of adolescents. This research involves an exploratory study that examines adolescents' motivations for watching reality programs through a content analysis of free-response data from a national sample of 800 adolescents in the United States, members of a Harris Online panel. Theoretical, managerial, and public policy implications of the findings are discussed. C 2012 Wiley Periodicals, Inc.Reality television programing has become a significant and successful genre for television schedulers for the last several years. Among the most watched programs on television today are reality programs such as American Idol and Dancing with the Stars (Nielsen Media Research, 2011). Reality television differs from the majority of other television programs in that a reality program is "unscripted program(s) that shows real people, not actor nor athletes, active in a specific environment" (Mead, 2005, p. 3). In fact, four of the five most watched broadcast television programs in 2010 were reality programs (Nielsen Media Research, 2010 (Harris Interactive Youth Query, 2006) found that adolescents watched a broad spectrum of reality programs. For example, 70% of teens watched Fear Factor, 67% watched American Idol, and 40% watched Survivor. With the number of hours spent in front of the television set increasing 6% over the last five years (Nielsen Media Research, 2009), and the reality programing genre steadily growing, adolescents are more likely to watch reality programs.The high percentage of adolescents who watch reality television (Harris Interactive Youth Query, 2006) implies that many teens are, at least to some extent, familiar with the events and participants in the shows. Because of the influences of reality television on adolescents' behaviors and habits, such as shopping (Shrum, 1999), it becomes vital to investigate the popularity of reality television with adolescent viewers. This research involves an exploratory study the objective of which is to examine the motivations that drive adolescents to watch reality programing. The findings suggest theoretical insights that would inform hypothesis development in future studies. Additionally, insights that would be helpful to practitioners and policymakers are offered. For example, identifying the motivational factors that impact an adolescent's choice of a reality program will assist network programers and advertisers to make more audience appropriate decisions with respect to product placements and other media strategies (Cowley & Barron, 2008). Product placements, for instance, could feature products that are most likely to appeal to the needs that the program's v...

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“…Regardless of type of interpretation, as people process these concepts they often spontaneously attribute to them what are called emergent attributes, new features not heretofore associated with either of the constituent concepts (Bristol, 1996;Hampton, 1997;Hastie et al, 1990;Hutter & Crisp, 2005;Kunda et al, 1990;Wilkenfeld & Ward, 2001). The existence of emergent attributes suggests that when considering compound concepts, people are already engaged in the dynamic construction of meaning and are looking for bases on which to make inferences.…”

Section: Compound Concepts As Anchorsmentioning

confidence: 99%

Compound Anchors and Their Subsequent Effects on Judgments

Sailors

Heyman

2011

American Behavioral Scientist

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In this article, the authors first demonstrate the applicability of a standard anchoring paradigm to situations where both the anchor and subsequent target are compound concepts (Study 1). They next show that systematically varying the target so that it is increasingly different from the anchor leads to diminishing anchoring effects (Study 2). Finally, they demonstrate that the degree to which the anchoring effect occurs as such targets vary from anchors depends on which concept of the compound is made to vary from its analogue in the anchor (Studies 2 and 3).

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Consumers' beliefs resulting from conceptual combinations: Conjunctive inferences about brand extensions

Cited by 14 publications

References 26 publications

Potential points of brand leverage: consumers’ emergent attributes

Potential points of brand leverage: consumers’ emergent attributes

Adolescent Motivations for Reality Television Viewing: An Exploratory Study

Compound Anchors and Their Subsequent Effects on Judgments

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