Spontaneous visualization and concept evaluation |
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Authors: | Donald R Lehmann Jennifer Ames Stuart Gita Venkataramani Johar Anil Thozhur |
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Institution: | (1) Columbia University Graduate School of Business, New York, NY, USA |
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Abstract: | This paper proposes that customers often respond to brand extension concepts by visualizing the product. We call this process
spontaneous visualization and suggest that it precedes concept evaluations. In two studies, we show that spontaneous visualization
is enhanced by the fit between the parent brand and the extension category and by the ease with which the product category
can be imagined. The appeal of the visualized image in turn determines whether visualization enhances or decreases concept
evaluations. In addition, we find a stronger link between product evaluations and delayed choice when evaluations are based
on visualization; evaluations based on visualization hence appear to be more “valid” in the sense of predicting subsequent
behavior. Implications of these findings and ideas for future research are discussed.
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Keywords: | Visualization Concept evaluation Brand extension Concept testing |
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