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Informational and motivational influences on consumer evaluations of line and brand extensions

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Abstract

Line and brand extensions have been the basis for strategic growth for many firms during the past decade. This paper examines how consumers react to these strategies. The results of the study reveal that when consumers evaluate a line/brand extension, they engage in one of the three cognitive processes: category-based (or assimilation), contrast, and piecemeal processes. The results also show that these different types of processes are determined by (a) the degree of (in)consistency between the brand information and category expectations and (b) the level of motivation to process the brand information. Implications of the results for consumer information processing as well as for line/brand extension strategies in the marketplace are discussed.

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Authors and Affiliations

  1. College of Business and Administration, University of Colorado at Denver, Campus Box 165, P.O. Box 173364, 80217-3364, Denver, CO

    Moonkyu Lee

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  1. Moonkyu Lee
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Lee, M. Informational and motivational influences on consumer evaluations of line and brand extensions. J Bus Psychol 8, 475–496 (1994). https://doi.org/10.1007/BF02230962

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