The Cognitive and Behavioral Consequences of Considering Low-Fit Brand Extensions

Kelly Goldsmith, Northwestern University, USA
Ryan Hamilton, Emory University, USA
We explore the cognitive consequences of evaluating brand extensions and find that evaluating low-fit extensions depletes consumers’ cognitive resources yet promotes more abstract processing. In support of our process, we find broadening one’s definition of “fit” moderates these effects. We conclude with a discussion of the implications for these findings.
[ to cite ]:
Kelly Goldsmith and Ryan Hamilton (2013) ,"The Cognitive and Behavioral Consequences of Considering Low-Fit Brand Extensions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.