Assimilation and contrast in brand and product evaluations : Implications for marketing

Wänke, M. and Bless, H. and Schwarz, N.. (1999) Assimilation and contrast in brand and product evaluations : Implications for marketing. In: Advances in consumer research, Vol. 26. Duluth, Minn., pp. 95-98.

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Official URL: http://edoc.unibas.ch/dok/A5250737

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The paper describes a framework according to which the same piece of information may elicit assimilation or contrast in the evaluation of a target. Thus, a brand extension may either help or hurt the brand and vice versa, a top-of-the-line product may increase or decrease the attractiveness of other models of the product line. Whether contrast or assimilation occurrs is not solely determined by the features of the stimuli as other models would predict. We show how marketing strategies may moderate the impact of a stimulus and determine whether, for example, the top-of-the-line-model helps or hurts its younger siblings.
Faculties and Departments:07 Faculty of Psychology > Departement Psychologie > Ehemalige Einheiten Psychologie > Sozial- und Wirtschaftspsychologie (Wänke)
UniBasel Contributors:Wänke, Michaela
Item Type:Conference or Workshop Item, refereed
Conference or workshop item Subtype:Conference Paper
Publisher:Association for Consumer Research
Note:Publication type according to Uni Basel Research Database: Conference paper
Identification Number:
Last Modified:22 Mar 2012 14:28
Deposited On:22 Mar 2012 14:01

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