Bless Or Curse: How Top-Of-The Line Models Affect the Evaluation of Other Models
ABSTRACT - Two studies investigated how an extremely positive brand model (flagship) influences the evaluation of more moderate models. In Study 1 a flagship model elicited contrast in the evaluation of other more moderate models irrespective of whether these were of the same or a competitor brand. However, the contrast effect was eliminated for the same brand model when the shared brand-membership of the flagship and the more standard model was made salient. As a consequence the same brand model gained an advantage over a similar competitor. Study 2 provided evidence that by emphasizing the brand-membership of flagship and more moderate version the brand as a whole benefited which in turn favorably influenced any other brand member. Theoretically most noteworthy, Study 2 provided evidence that assimilation and contrast may not be exclusive to each other but may well work in parallel.
Citation:
Michaela Wanke and Herbert Bless (2001) ,"Bless Or Curse: How Top-Of-The Line Models Affect the Evaluation of Other Models", in AP - Asia Pacific Advances in Consumer Research Volume 4, eds. Paula M. Tidwell and Thomas E. Muller, Provo, UT : Association for Consumer Research, Pages: 275.
Two studies investigated how an extremely positive brand model (flagship) influences the evaluation of more moderate models. In Study 1 a flagship model elicited contrast in the evaluation of other more moderate models irrespective of whether these were of the same or a competitor brand. However, the contrast effect was eliminated for the same brand model when the shared brand-membership of the flagship and the more standard model was made salient. As a consequence the same brand model gained an advantage over a similar competitor. Study 2 provided evidence that by emphasizing the brand-membership of flagship and more moderate version the brand as a whole benefited which in turn favorably influenced any other brand member. Theoretically most noteworthy, Study 2 provided evidence that assimilation and contrast may not be exclusive to each other but may well work in parallel. ----------------------------------------
Authors
Michaela Wanke, Universitat Heidelberg, Germany
Herbert Bless, Universitat Mannheim, Germany
Volume
AP - Asia Pacific Advances in Consumer Research Volume 4 | 2001
Share Proceeding
Featured papers
See MoreFeatured
The Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure
Kamila Sobol, Concordia University, Canada
Featured
How Matte Product Surface Enhances Perceived Durability
Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore
Featured
G12. The Effect of (Non-)appetizing Ambient Scents on Consumers’ Affinity Toward Vices and Virtues in the Retail Environment
Corinne M Kelley, Florida State University
Anders Gustafsson, Karlstad University
Poja Shams, Karlstad University
Martin Mende, Florida State University
Maura Scott, Florida State University