消费者评价品牌延伸的信息和动机影响_学位论文.doc

标题：informational and motivational influences on consumer evaluations of line and brand extensions 原文： theoretical background Line/brand extensions are, by definition, products that are extended from the parent brand. To the extent that consumers recognize a relationship between an extension and the original brand, they will make their evaluation of the extension in relation to the category that the original brand is classified into (original brand category, hereafter). Thus, their knowledge and expectations about the original brand category can have a substantial influence on cognitive processes underlying their evaluations of extensions. These processes are identified and described in the sections that follow. Category-based versus Piecemeal Processes As mentioned earlier, previous research has indicated that consumers engage in a categorization process when evaluating line/brand extensions. However, the categorization process does not seem to be the only process underlying evaluations of extensions. According to categorization literature (Cohen Basu, 1987; Fiske Neuberg, 1990; Fiske Pavelchak, 1986; Smith Medin, 1981), people develop a number of categories of objects in an effort to organize and understand them. Specifically, with respect to a particular category, people develop not only their knowledge of category members but also their expectations about the attributes of a typical category member, called category knowledge or schema, and affective reaction to the category, termed category affect (Fiske Neuberg, 1990; Fiske Pavelchak, 1986; Mandler Parker, 1976). It has been suggested that when people make an evaluative judgment of an object, they go through either one of two processes: sometimes they simply categorize the object and make their judgment on the basis of the category affect; other times they piece together their judgment on the basis of their eval