How Does Power Affect Evaluation of Brand Extensions?

Youngseon Kim, University of Texas at San Antonio, USA
How does power affect consumers’ evaluation of brand extensions? High power prime tends to induce more abstract thinking than low power prime does. Accordingly, I propose that high power primed people will process brand extension evaluations at a higher level of abstraction, and will evaluate a moderate brand extension more favorably than low power primed people. These hypotheses were tested in an experiment.
[ to cite ]:
Youngseon Kim (2011) ,"How Does Power Affect Evaluation of Brand Extensions?", 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.