The Influence of Mating Mindsets on Brand Extension Evaluation

Alokparna (Sonia) Monga, University of South Carolina, USA
Zeynep Gürhan-Canli , Koc University, Turkey
We predict and find that mating mindsets induce male consumers (but not female consumers) to engage in relational processing, increasing perceptions of fit between the parent brand and the extension, with concomitant effects on brand extension evaluations. These differences are more likely to emerge for functional brands (vs. prestige brands) and when an alternative creativity task is absent (vs. present).
[ to cite ]:
Alokparna (Sonia) Monga and Zeynep Gürhan-Canli (2011) ,"The Influence of Mating Mindsets on Brand Extension Evaluation", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 259-260.