It Matters Who You Are: New Perspectives on the Role of the Individual Differences in Brand Behaviors and Evaluations

Special Topics Session

It Matters Who You Are: New Perspectives on the Role of the Individual Differences in Brand Evaluations

Two Roads to Updating Brand Personality Impressions:

Trait versus Evaluative Inferencing

Gita Johar (Columbia University), Jaideep Sengupta (Hong Kong University of Science & Technology), Jennifer L. Aaker (Stanford University)

We present a framework that delineates two mechanisms that guide the updating of personality trait inferences about brands. The results of three experiments show that chronics (those for whom the trait is accessible) update their initial inferences based on the trait implications of new information. Interestingly, nonchronics (those for whom the trait is not accessible) also update their initial inferences, but do so based on the evaluative implications of new information. The framework adds to the inference making literature by uncovering two distinct paths of inference-updating and highlighting the moderating role of trait accessibility.

Consumer Evaluation of Brand Extensions: Role of Cultural Orientation

Rohini Ahluwalia (University of Minnesota)

This research examines the effect of culture (as operationalized by salient self-construal– independent versus interdependent) on consumer evaluation of brand extensions. Data collected from three countries (United States, India and Italy), utilizing different assessments of interdependence (at the nation-level, as individual difference variable, as well as via priming), was used to test two alternative perspectives on this issue. The results reveal that interdependent and independent consumers differ in their evaluations of the moderate fit extensions, but not the close and far extensions. 

Consumer Heterogeneity in Brand Relationships: An Attachment Perspective

Susan Fournier (Dartmouth College), Marcel Paulssen (Humboldt University)
This research explores the utility of attachment theory in explaining individual differences in consumer relationship marketing responses and thereby its actionability as a basis for segmenting and targeting decisions. LISREL results demonstrate that secure and anxious personal attachment styles predispose individuals toward different satisfaction, trust, and loyalty responses, revealing patterns parallel to those found for interpersonal relationships. Extending attachment theory specifically into the consumer setting, the authors operationalize secure attachment as it might be manifest in business-to-consumer, versus person-to-person, relationships. Results reinforce the legitimacy of inquiries that extend relationship and personality theories in consumer research.

Citation:

Session Chair: Rohini Ahluwalia and Discussion Leader: Deborah John (2006) ,"It Matters Who You Are: New Perspectives on the Role of the Individual Differences in Brand Behaviors and Evaluations", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 447-447.