Why Garlic Ice Cream? Innovative Line Extensions Can Increase Choice of a Brand’S Pre-Existing Products

Brands often introduce line extensions hoping to increase sales. One potential problem is that extensions may cannibalize sales of existing items. We show that innovative extensions lead consumers to purchase higher quantities of existing items by making the brand appear more innovative. Thus, innovative extensions can lead to reverse cannibalization.



Citation:

Brittney Stephenson, Cynthia Cryder, Robyn LeBoeuf, and Stephen Nowlis (2017) ,"Why Garlic Ice Cream? Innovative Line Extensions Can Increase Choice of a Brand’S Pre-Existing Products", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 898-899.

Authors

Brittney Stephenson, Washington University, USA
Cynthia Cryder, Washington University, USA
Robyn LeBoeuf, Washington University, USA
Stephen Nowlis, Washington University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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