When Lacking Awareness Arises: the Role of Unconscious Thought on Brand Extension Evaluations

We demonstrate that unconscious thought influences consumers' perceptions of brand extensions. We show that unconscious thought leads to more favorable attitudes toward weak-tie (vs. strong-tie) brand extensions. However, this core of the unconscious thought is stronger for communal (vs. agentic) consumers who are more motivated to engage in relational thinking.



Citation:

Yuli Zhang, Hyokjin Kwak, Marina Puzakova, Charles Taylor, and Trina Andras (2016) ,"When Lacking Awareness Arises: the Role of Unconscious Thought on Brand Extension Evaluations", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 701-701.

Authors

Yuli Zhang, Drexel University, USA
Hyokjin Kwak, Drexel University, USA
Marina Puzakova, Lehigh University, USA
Charles Taylor, Vilanova University, USA
Trina Andras, Drexel University, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

Alternative “Facts”: The Effects of Narrative Processing on the Acceptance of Factual Information

Anne Hamby, Hofstra University
David Brinberg, Virginia Tech, USA

Read More

Featured

M8. Nostalgia Increases Healthy Attitudes and Behaviors

Jannine Lasaleta, Yeshiva University
Carolina O. C. Werle, Grenoble Ecole de Management
Amanda Pruski Yamim, Grenoble Ecole de Management

Read More

Featured

When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product

Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.