Playing Mismatchmaker: the Impact of Matching Versus Mismatching Brand Personalities in Incidental Brand Exposure

Keisha Cutright, Duke University, USA
Linyun Yang, Duke University, USA
Gavan Fitzsimons, Duke University, USA
Tanya Chartrand, Duke University, USA
How do consumers view a brand differently when they see it in the midst of brands with similar or different personalities? We demonstrate that when consumers are incidentally exposed to brands, they have more positive attitudes toward a focal brand when the surrounding brands have mismatching (versus matching) personalities.
[ to cite ]:
Keisha Cutright, Linyun Yang, Gavan Fitzsimons, and Tanya Chartrand (2011) ,"Playing Mismatchmaker: the Impact of Matching Versus Mismatching Brand Personalities in Incidental Brand Exposure", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.