The Effects of Line Extensions Up and Down in Quality on Initial Choice and Subsequent Switching Tendencies
Timothy Heath, Miami University
Michael McCarthy, Miami University
Subimal Chatterjee, Binghamton University
The Effects of Line Extensions Up and Down in Quality on
Initial Choice and Subsequent Switching Tendencies
Timothy B. Heath
Miami University
Michael S. McCarthy
Miami Universitiy
Subimal Chatterjee
Binghamton University
Three experiments compared line extensions with novel names. Higher-quality extensions (e.g., Formaggio’s Magnifico pasta sauce) failed to increase choice of higher-quality versions, but did increase choice of within-family middle-quality versions (e.g., Formaggio’s regular) at the expense of competitors, steal (when discounted) more people from competitors, and reduce switching to (discounted) competitors. No corresponding effects of lower-quality extensions emerged, though results implicate countervailing positive effects of more products offered and negative effects of lower-quality offerings.
[ to cite ]:
Timothy Heath, Michael McCarthy, and Subimal Chatterjee (2006) ,"The Effects of Line Extensions Up and Down in Quality on Initial Choice and Subsequent Switching Tendencies", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 75-75.