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The Effects of a Different Category Context on Target Brand Evaluations

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  • Myungwoo Nam
  • Brian Sternthal

Abstract

Four studies support the conclusion that the evaluation of a target brand is influenced by its presentation in the context of advertising for brands from a different category. The specific effect of context depends on the decision maker's expertise in the target category and the accessibility of contextual information. In a base condition, experts exhibited an assimilation effect and novices a comparison contrast. Increasing the accessibility of the contextual information prompted a correction contrast effect among experts and an assimilation effect among novices. A reduction in the resources available for processing the highly accessible contextual information resulted in experts engaging in assimilation and in novices exhibiting a comparison contrast. These findings are explained in terms of an interpretation and a comparison judgment process. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Myungwoo Nam & Brian Sternthal, 2008. "The Effects of a Different Category Context on Target Brand Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(4), pages 668-679, August.
    • Handle: RePEc:oup:jconrs:v:35:y:2008:i:4:p:668-679
    DOI: 10.1086/592128
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    Citations

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    Cited by:

    1. Hem, Leif Egil & Iversen, Nina Marianne & Olsen, Lars Erling, 2014. "Category characteristics' effects on brand extension attitudes: A research note," Journal of Business Research, Elsevier, vol. 67(8), pages 1589-1594.
    2. Sierra, Jeremy J. & Taute, Harry A. & Heiser, Robert S., 2012. "Explaining NFL fans' purchase intentions for revered and reviled teams: A dual-process perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 332-342.
    3. Jack Walker, H. & Feild, Hubert S. & Giles, William F. & Bernerth, Jeremy B. & Short, Jeremy C., 2011. "So what do you think of the organization? A contextual priming explanation for recruitment Web site characteristics as antecedents of job seekers' organizational image perceptions," Organizational Behavior and Human Decision Processes, Elsevier, vol. 114(2), pages 165-178, March.
    4. Deborah S. Levy & Catherine Frethey‐Bentham, 2010. "The effect of context and the level of decision maker training on the perception of a property's probable sale price," Journal of Property Research, Taylor & Francis Journals, vol. 27(3), pages 247-267, July.

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