Beyond Survival of the Fittest:The Influence of Mindsets on Consumers' Response to Brand Extensions

Previous brand extension research has identified the fit between the brand and the extension category as a critical requirement for favorable extension evaluations. We propose that the importance of fit depends on the mindset of the decision maker. When consumers adopt a hypothetical, abstract mindset, they will rely more on general marketplace principles – and consequently will be more sensitive to fit. However, when consumers instead adopt a more concrete, pragmatic mindset, they are more likely to be sensitive to factors that indicate immediate benefits. Accordingly, we observe a preference shift to extensions of lower fit, but higher quality brands when consumers are making choices rather than evaluations and when they can easily visualize the extensions.



Citation:

Tom Meyvis, Kelly Goldsmith, and Ravi Dhar (2007) ,"Beyond Survival of the Fittest:The Influence of Mindsets on Consumers' Response to Brand Extensions", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 580-582.

Authors

Tom Meyvis, Leonard Stern School of Business, New York University
Kelly Goldsmith, Yale School of Management, Yale University
Ravi Dhar, Yale School of Management, Yale University



Volume

NA - Advances in Consumer Research Volume 34 | 2007



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