The Influence of Romantic Mindsets on Brand Extension Evaluation

Alokparna Monga, University of South Carolina, USA
Zeynep Gurhan-Canli, Koc University, Turkey
In this research, we propose that romantic mindsets can influence brand extension evaluations, particularly for male consumers. Specifically, we find that romantic mindsets (e.g., thinking about a mate) induce male consumers (vs. female consumers) to engage in greater relational processing, increasing fit perceptions, and evaluations for dissimilar brand extensions. These differences are more likely to emerge when the parent brand concept is narrow (vs. broad), and when cognitive resources are available (vs. unavailable). Three studies demonstrate the effect and reveal the underlying process mechanism.
[ to cite ]:
Alokparna Monga and Zeynep Gurhan-Canli (2010) ,"The Influence of Romantic Mindsets on Brand Extension Evaluation", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 710-710 .