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.


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.


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


NA - Advances in Consumer Research Volume 44 | 2016

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