When distraction may be a good thing: The role of distraction in low‐fit brand extension evaluation

Zhang, Yuli; Kwak, Hyokjin; Puzakova, Marina; Taylor, Charles R.

doi:10.1002/mar.21329

Cited by 7 publications

(12 citation statements)

References 64 publications

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“…Table 2 implies that (1) short and frequent interruptions later in the decision process increase overall evaluations and purchase intentions for single products, and (2) one early interruption has a similar effect. These results may explain why interruptions can enhance consumers' product evaluations, as previously reported (Kupor et al, 2018;Kupor & Tormala, 2015;Liu, 2008;Nelson et al, 2009;Nowlis & Shiv, 2005;Zane et al, 2020;Zhang et al, 2020).…”

Section: Connection To Earlier Worksupporting

confidence: 75%

“…In contrast, post‐deliberate‐thinking distractions encourage rule‐based learning, increasing persuasion, enhancing TV‐watching experiences, and delighting customers (Kupor & Tormala, 2015; Nelson et al, 2009; Nowlis & Shiv, 2005). Due to their temporal structure, later interruptions can reduce perceived risk, encourage risk‐taking behavior, trigger associations between parent brands and their extensions, and enhance evaluations of ill‐fitting brand extensions (Kupor et al, 2018; Zhang et al, 2020).…”

Section: Research Hypothesesmentioning

confidence: 99%

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When interruptions can boost sales: An on‐line versus memory‐based perspective

Niculescu

Hyman³

2023

Int J Consumer Studies

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Consumer research about interruptions either assumes interruption homogeneity or single‐product evaluations. To remedy these problematic assumptions, this research explores the interplay between different interruption features (i.e., timing, frequency, and duration) and information processing modes (i.e., on‐line versus memory‐based) through the lens of impression formation theory. Two experiments show overall evaluations and purchase intentions for single products are highly sensitive to interruption features. For bundled products, this sensitivity disappears, and overall evaluations and purchase intentions remain stable regardless of the interruption's features. These results explain why unexpected marketing outcomes associated with frequent later and short interruptions or one early interruption during a decision process always induce better single‐product evaluations. These results also suggest several salesperson‐customer interaction strategies for practitioners.

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Section: Connection To Earlier Worksupporting

confidence: 75%

Section: Research Hypothesesmentioning

confidence: 99%

When interruptions can boost sales: An on‐line versus memory‐based perspective

Niculescu

Hyman³

2023

Int J Consumer Studies

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“…For example, Parker et al (2017) has provided insights into the suitable time of launching a brand’s first far extension product category. Zheng et al (2019) and Zhang et al (2020) have revealed the positive effect of distraction and the product display format on low fit extension evaluation.…”

Section: Introductionmentioning

confidence: 98%

“…Even though the importance of near category extension with the brands has been widely underlined in the literature, there are certainly numerous examples of enterprises that have introduced distant extension products in the real market, both successfully and unsuccessfully. As such, recent studies have attempted to resolve how to improve consumer’s acceptance of low fit extension products ( Parker et al, 2017 ; Shang et al, 2017 ; Zhang et al, 2020 ). For example, Parker et al (2017) has provided insights into the suitable time of launching a brand’s first far extension product category.…”

Section: Introductionmentioning

confidence: 99%

Neural Bases of Brand Reputation Effect on Extension Evaluation: An ERPs Study

2021

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Brand extension, as a marketing strategy, is frequently utilized by enterprises to produce new products. There exist several critical factors determining its success, such as brand reputation and perceived fit. The present study adopts the event-related potentials (ERPs) method to explore the underlying neural mechanism of the joint influence of the two factors on consumers’ evaluation of brand extension. Specifically, consumers were presented with a brand with corporate social responsibility (CSR) or corporate ability (CA) reputation, following attached to an extension product (high fit vs. low fit). And then, they were given a 5-point scale to report their acceptance intention (AI) toward the brand extension. Behavioral data showed a higher AI and a shorter reaction time for high fit in contrast to low fit conditions. For low fit conditions, consumers were more inclined to accept the extension product with a brand with CSR than CA reputation. Neurophysiologically, CSR reputation evoked a larger P2 amplitude and LPP amplitude than CA reputation. Moreover, the low fit conditions elicited a more positive LPP amplitude than the high fit conditions in the context of a brand with a CSR reputation. Yet, for a brand with a CA reputation, the effect of perceived fit was not found. These results may reflect early attention resources engagement and altruistic motivation at the late stage during brand extension evaluation. The findings provided neurological evidence for which of the two types of brand reputation (CSR vs. CA) have a more positive effect on brand extension.

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“…Some studies used messages (e.g. announcing when or where an extension shall be launched), rather than ad appeals, to experimentally manipulate consumers' perception of low-fit extensions (Kim and Park, 2019;Zhang et al, 2020). Such experimental priming messages differ from ad appeals, in that ad appeal is the approach to communicate a message via advertising (Belch and Belch, 2004;Dix and Marchegiani, 2013).…”

Section: Introductionmentioning

confidence: 99%

How best to advertise low-fit brand extensions: a construal level theory perspective

Saeed,

Lee,

Lockshin

et al. 2024

JCM

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Purpose Low-fit brand extensions offer several potential benefits, yet their success is challenging. Building on construal level theory, this study aims to investigate how different advertising appeals can improve the evaluations of low-fit brand extensions through two different processes (cognitive and affective). Design/methodology/approach Two experiments were conducted with US consumers. Study 1 used a 2 (extension fit: high, low) × 2 (ad appeal: abstract, concrete) between-subjects design. Study 2 applied a 2 (brand associations: promotion, prevention) × 2 (ad appeal: promotion, prevention) between-subjects design. Multivariate analyses and follow-up means comparisons were used to analyse data. Findings Study 1 found that an abstract ad appeal is more effective for promoting low-fit brand extension because it improves the perception of fit. Study 2 showed promotion vs prevention ad appeals lead to better evaluation of low-fit brand extensions when matched with parent brand associations (promotion vs prevention) in terms of construal level. This matching effect is underpinned by processing fluency. Research limitations/implications Ad appeals can influence low-fit brand extension evaluation by influencing the perception of fit (cognitive process) or processing fluency (affective process). Future research could consider different ad appeals and other construal related factors to generalise these findings. Practical implications Marketers can design different ad appeals to effectively advertise low-fit brand extensions. These findings can guide managers in the development of effective advertising strategies. Originality/value This research offers a new perspective on how ad appeals can enhance low-fit brand extension evaluation.

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When distraction may be a good thing: The role of distraction in low‐fit brand extension evaluation

Cited by 7 publications

References 64 publications

When interruptions can boost sales: An on‐line versus memory‐based perspective

When interruptions can boost sales: An on‐line versus memory‐based perspective

Neural Bases of Brand Reputation Effect on Extension Evaluation: An ERPs Study

How best to advertise low-fit brand extensions: a construal level theory perspective

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