Temporal Construal, Categorization Processes, and Brand Extension Evaluation

Pronabesh Banerjee, University of Kansas, USA
Sanjay Mishra, University of Kansas, USA
Guangzhi Zhao, University of Kansas, USA
Junwu Chai, University of Electronic Science and Technology of China
Two objects can be grouped into a category based on either their perceptual similarity (feature matching) or conceptual coherence (underlying cause). In one study, we identified temporal construal as a moderator of the use of these two bases (perceptual vs. conceptual) for classifying objects into a category. In another study, we extended our findings to develop successful brand extension strategy for dissimilar extensions (e.g., Heineken resort) or extensions which have little similarity to the parent brands.
[ to cite ]:
Pronabesh Banerjee, Sanjay Mishra, Guangzhi Zhao, and Junwu Chai (2011) ,"Temporal Construal, Categorization Processes, and Brand Extension Evaluation", 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.