The Impact of Perceptual Combination Effects on Asymmetry in Co-Branded Products

Lisanne Bouten, Delft University of Technology, The Netherlands
Effrosyni Petala, Delft University of Technology, The Netherlands
Amrita Kumar, Delft University of Technology, The Netherlands
Erik Jan Hultink, Delft University of Technology, The Netherlands
Previous research has shown that perceptual (visual) and conceptual (textual) information can influence perceptions of (a)symmetry between two concepts that are part of a composite concept. We believe the same logic applies to co-branded products. One brand may be dominant over the other brand. An experiment with young women shows that perceptual cues influence perceptions of asymmetry (rather than conceptual cues). In addition, the perception of asymmetry mediates the effect of perceptual cues on product evaluation.
[ to cite ]:
Lisanne Bouten, Effrosyni Petala, Amrita Kumar, and Erik Jan Hultink (2009) ,"The Impact of Perceptual Combination Effects on Asymmetry in Co-Branded Products", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 960-960.