Contrast and Assimilation in Response to a Brand Association Prime: the Case of Cross-Category Brand Alliances

Laura Smarandescu, Iowa State University, USA
Randall Rose, University of South Carolina, USA
Douglas Wedell, University of South Carolina, USA
This research focuses on individualsā€˜ attribute inferences at exposure to a brand association prime in the form of a cross-category brand alliance. Low NFC individuals assimilate their judgments of target attributes while high NFC individuals contrast their target attribute judgments in a direction opposite to the brand partner.
[ to cite ]:
Laura Smarandescu, Randall Rose, and Douglas Wedell (2011) ,"Contrast and Assimilation in Response to a Brand Association Prime: the Case of Cross-Category Brand Alliances", 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: 670-671.