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Evaluations of Moderately Typical Products: The Role of Within‐ Versus Cross‐Manufacturer Comparisons
Author(s) -
Kim Hyeong Min
Publication year - 2006
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp1601_9
Subject(s) - core product , product category , product (mathematics) , brand extension , core (optical fiber) , valence (chemistry) , advertising , psychology , product line , brand names , marketing , business , mathematics , brand awareness , computer science , engineering , telecommunications , physics , geometry , quantum mechanics , manufacturing engineering
Two studies examined how the valence of a core brand category and the typicality of a new product combine to influence product evaluations. The results show that when the product is moderately typical of the core brand category, the accessibility, relevance, and distinctness of the manufacturer's core brand prompt participants to use the manufacturer's product line as a standard of comparison. Thus, they evaluate an extension product less favorably if it is moderately typical of a favorable core brand than if it is moderately typical of an unfavorable one. When the product description contains additional information about the extension, however, this difference is reversed among consumers who are knowledgeable about the general product category. These consumers use the general product category as a standard of comparison rather the core brand per se.