Processing General Versus Specific Brand Information: the Influence of Relationship Norms in Consumers’ Choice of Processing Strategies

Pankaj Aggarwal, University of Toronto
Sharmistha Law, University of Toronto
EXTENDED ABSTRACT - Recent work has shown that sometimes consumers cross the threshold of commercial transactions and bring the brand 'alive’ by giving it quasi-human qualities (Fournier 1998; Aaker 1997; McGill 1998). More recently, Aggarwal (2001) finds that consumers’ evaluation of a brand is influenced by the norms of relationship that are salient at the time of brand evaluation. In the present research, we extend prior work on consumer-brand relationships to investigate differences in information processing strategies adopted by consumers depending on the type of relationship that they perceive with the brand.
[ to cite ]:
Pankaj Aggarwal and Sharmistha Law (2004) ,"Processing General Versus Specific Brand Information: the Influence of Relationship Norms in Consumers’ Choice of Processing Strategies", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 664-665.