Attribute Conditioning in Brand Image Creation: Single Versus Multiple Attributes

We examine how conditioning brands with single (vs. multiple) attributes influences brand assessments on the focal attribute. In three studies, we find that brands are rated higher on the focal attribute if paired with a single attribute (vs. multiple attributes) beforehand. The effect is smaller for correlated (vs. uncorrelated) attributes.


Lisa Eckmann, Fabia Högden, Jan R. Landwehr, and Christian Unkelbach (2021) ,"Attribute Conditioning in Brand Image Creation: Single Versus Multiple Attributes", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 350-351.


Lisa Eckmann, Goethe University Frankfurt
Fabia Högden, University of Cologne
Jan R. Landwehr, Goethe University Frankfurt
Christian Unkelbach, University of Cologne


NA - Advances in Consumer Research Volume 49 | 2021

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