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When distraction may be a good thing: The role of distraction in low-fit brand extension evaluation
Journal article   Peer reviewed

When distraction may be a good thing: The role of distraction in low-fit brand extension evaluation

Yuli Zhang, Hyokjin Kwak, Marina Puzakova and Charles R. Taylor
Psychology & marketing, v 37(4), pp 604-621
01 Apr 2020
DOI: https://doi.org/10.1002/mar.21329
Featured in Collection :   UN Sustainable Development Goals @ Drexel

Abstract

Business Business & Economics Psychology Psychology, Applied Social Sciences
This study examines the effect of distraction after being exposed to information on low-fit brand extension evaluation. We show that when consumers are distracted (vs. engaging in deliberate thinking) after encoding extension information they evaluate low-fit brand extensions more favorably. Findings suggest that distraction can help establish connections of remotely associated information between a parent brand and a low-fit extension. We also find that the effect of distraction is contingent on the individual characteristic of consumers' agency-communion orientation. The core effect holds strongly for consumers high in communion orientation, but not for those with an agency orientation. Finally, we examine how marketing communication strategies (i.e., manipulating product message construal level) interact with distraction to influence consumer perceptions of low-fit brand extensions. Theoretical and practical implications of these findings are discussed.

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7 Record Views
11 citations in Web of Science
9 citations in Scopus

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UN Sustainable Development Goals (SDGs)

This publication has contributed to the advancement of the following goals:

#3 Good Health and Well-Being

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Collaboration types
Domestic collaboration
Web of Science research areas
Business
Psychology, Applied
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