Book chapter
The Role of Distraction Effects on Weak-Tie Brand Extensions
Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?, pp 699-699
11 Mar 2016
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
Distraction occurs quite often when consumers do not engage in an effortful justification of a marketing message (e.g., product descriptions). It has been known that distraction affects negatively an individual’s ability to process a marketing message in a decision process and consumer attitude toward the decision task. However, growing evidence demonstrates that distracted consumers may make better decisions of complex tasks than those who fully focus on the tasks themselves (Lerouge 2009). That is, this research shows that distraction (vs. conscious thinking) can indeed help consumers evaluate weak-tie brand extensions more favorably. Theoretical and managerial implications are discussed.
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Details
- Title
- The Role of Distraction Effects on Weak-Tie Brand Extensions
- Creators
- Yuli Zhang - Drexel UniversityHyokjin Kwak - Drexel University
- Publication Details
- Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?, pp 699-699
- Series
- Developments in Marketing Science: Proceedings of the Academy of Marketing Science
- Publisher
- Springer International Publishing; Cham
- Resource Type
- Book chapter
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:000378066600142
- Scopus ID
- 2-s2.0-85125096395
- Other Identifier
- 991019168989504721
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- Web of Science research areas
- Business