R7. How and Why Life Transition Influences Brand Extension Evaluation
Life transition is a ubiquitous aspect of life and occurs as people transcend various life stages. Four studies showed that life transition resulted in higher perceived fit and more favorable brand extension evaluation. This effect is mediated by self-concept ambiguity, and consequently, dialectical thinking.
Citation:
lei su, Alokparna (Sonia) Monga, and Yuwei Jiang (2018) ,"R7. How and Why Life Transition Influences Brand Extension Evaluation", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 929-929.
Authors
lei su, Hong Kong Baptist University
Alokparna (Sonia) Monga, Rutgers University, USA
Yuwei Jiang, Hong Kong Polytechic University
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Beyond Needs and Wants: How Networked Hyper-rational Economic Actors “Win” the Deal but “Lose” the Shopping Trip
Colin Campbell, University of San Diego, USA
Hope Schau, University of Arizona, USA
Featured
Material Gifts as Relationship Mnemonics: Why More Material Gifts Are Given Than Wanted?
Adelle Xue Yang, National University of Singapore, Singapore
Minjung Koo, Sungkyunkwan University
JAEWON HWANG, Sejong University
Featured
Divorcing the Market
Deniz Atik, University of Texas Rio Grande Valley, USA
A. Fuat Fırat, University of Texas Rio Grande Valley, USA
Ebru Uzunoğlu, Izmir University of Economics