Giving Novel Brands the Benefit of the Doubt: How Asymmetrical Instrumentality Perceptions Influence Choice

When products are aligned with consumers’ goals, consumers view novel brands as equally instrumental to generic options. However, when the product is misaligned with consumers’ goals, consumers perceive the novel brand to be less impedimental and are more likely to choose the novel brand—thus, demonstrating an asymmetrical-instrumentality effect.



Citation:

Danielle J Brick and Jessica Gamlin (2020) ,"Giving Novel Brands the Benefit of the Doubt: How Asymmetrical Instrumentality Perceptions Influence Choice", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 230-231.

Authors

Danielle J Brick, University of New Hampshire
Jessica Gamlin, University of Oregon, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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