Ya Mon! But, No Way José! the Role of Culture in Reconciling Schema Incongruity

Research suggests that the success of a brand extension depends on the consumer’s perception of the consistency between the brand’s pre-existing image and the new product. More specifically, consumers apparently prefer and are more likely to recall extensions that are moderately congruent with the consumer’s existing schema for the brand than for those that are congruent or extremely congruent (Meyers-Levy, Louie and Curren, 1994; Meyers-Levy and Tybout, 1989), particularly when they have limited knowledge about the product category (Peracchio and Tybout, 1996). The strength of this relationship, however, appears to depend on various personality traits such as need for cognition and dogmatism (Meyers-Levy and Tybout, 1989).


Sharon Smith and Dawn Lerman (2006) ,"Ya Mon! But, No Way José! the Role of Culture in Reconciling Schema Incongruity", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 107-108.


Sharon Smith, DePaul University, USA
Dawn Lerman, Fordham University, USA


LA - Latin American Advances in Consumer Research Volume 1 | 2006

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