消费者评价品牌延伸的信息和动机影响【外文翻译】.doc

1、标题INFORMATIONALANDMOTIVATIONALINFLUENCESONCONSUMEREVALUATIONSOFLINEANDBRANDEXTENSIONS原文THEORETICALBACKGROUNDLINE/BRANDEXTENSIONSARE,BYDEFINITION,PRODUCTSTHATAREEXTENDEDFROMTHEPARENTBRANDTOTHEEXTENTTHATCONSUMERSRECOGNIZEARELATIONSHIPBETWEENANEXTENSIONANDTHEORIGINALBRAND,THEYWILLMAKETHEIREVALUATIONOFT

2、HEEXTENSIONINRELATIONTOTHECATEGORYTHATTHEORIGINALBRANDISCLASSIFIEDINTOORIGINALBRANDCATEGORY,HEREAFTERTHUS,THEIRKNOWLEDGEANDEXPECTATIONSABOUTTHEORIGINALBRANDCATEGORYCANHAVEASUBSTANTIALINFLUENCEONCOGNITIVEPROCESSESUNDERLYINGTHEIREVALUATIONSOFEXTENSIONSTHESEPROCESSESAREIDENTIFIEDANDDESCRIBEDINTHESECTIO

3、NSTHATFOLLOWCATEGORYBASEDVERSUSPIECEMEALPROCESSESASMENTIONEDEARLIER,PREVIOUSRESEARCHHASINDICATEDTHATCONSUMERSENGAGEINACATEGORIZATIONPROCESSWHENEVALUATINGLINE/BRANDEXTENSIONSHOWEVER,THECATEGORIZATIONPROCESSDOESNOTSEEMTOBETHEONLYPROCESSUNDERLYINGEVALUATIONSOFEXTENSIONSACCORDINGTOCATEGORIZATIONLITERATU

4、RECOHENFISKEFISKESMITHFISKEMANDLEROTHERTIMESTHEYPIECETOGETHERTHEIRJUDGMENTONTHEBASISOFTHEIREVALUATIONSOFTHEINDIVIDUALATTRIBUTESOFTHEOBJECTTHESETWOPROCESSESOFEVALUATIONHAVEFORMEDTHEBASISOFTWOSEPARATESTREAMSOFRESEARCHINSOCIALANDCOGNITIVEPSYCHOLOGYTHEFIRSTTYPEOFPROCESS,KNOWNASACATEGORYBASEDPROCESS,WASP

5、OSITEDBYTHECATEGORIZATIONRESEARCHERSBURNSTEINFAZIO,1986FAZIO,POWELL,LINGLEFISHBEINMEYERSLEVYSUJAN,1985SUJANFISKEFISKESUJAN,1985,ANDTHEOTHERADVOCATINGTHEPERCEIVERSMOTIVATIONLEVELSASADETERMINANTBORGIDABREWER,1988HOWARDPITNEY,BORGIDA,OMOTOCATEGORYBASEDPROCESSINGOCCURSWHENTHESTIMULUSINFORMATIONISDESCRIP

6、TIVELYCONSISTENTWITHACATEGORYSCHEMATHATAPERCEIVERBRINGSTOTHEEVALUATIONSITUATION,WHEREASPIECEMEALPROCESSINGISUSEDWHENTHEINFORMATIONISINCONSISTENTWITHITTHESECONDGROUP,ONTHEOTHERHAND,POSITSTHATAPERCEIVERSLEVELOFMOTIVATIONTOPROCESSTHEINFORMATIONISTHESOLEDETERMINANTOFDIFFERENTTYPESOFPROCESSINGCATEGORYBAS

7、EDPROCESSINGOCCURSUNDERLOWMOTIVATIONSITUATIONS,WHEREASPIECEMEALPROCESSINGTAKESPLACEUNDERHIGHMOTIVATIONSITUATIONSTHESETWOGROUPSPLACEANUNEVENEMPHASISONEITHERONEOFINFORMATIONALANDMOTIVATIONALFACTORSASTHEDETERMINANTOFTHEALTERNATIVETYPESOFPROCESSINGTHUS,INTHISSTUDY,BOTHOFTHESEFACTORSAREEXAMINEDITISBELIEV

8、EDTHATBOTHWOULDOPERATEONDIFFERENTPHASESOFTHEEVALUATIONPROCESSESASANEXAMPLE,CATEGORIZATIONFAILUREDUETOTHELACKOFAFITTINGCATEGORYMIGHTNOTAUTOMATICALLYLEADTOAPIECEMEALINTEGRATION,UNLESSACERTAINLEVELOFMOTIVATIONISSATISFIEDASSIMILATIONVERSUSCONTRASTEVALUATIONPROCESSESITHASBEENWELLDOCUMENTEDINSOCIALPSYCHOL

9、OGYANDCONSUMERBEHAVIORTHATTHECONTEXTINWHICHASTIMULUSISEMBEDDEDHASSIGNIFICANTEFFECTSONPEOPLESEVALUATIONOFTHATSTIMULUSTHATIS,INTHEPRESENTRESEARCHCONTEXT,EVALUATIONSOFEXTENSIONSAREAFFECTEDNOTONLYBYTHEIROWNCHARACTERISTICSBUTALSOBYTHECHARACTERISTICSOFTHEORIGINALBRANDCATEGORYRETRIEVEDFROMMEMORYBIERNAT,MAN

10、IS,KAHNEMANSHERIF,SHERIF,WITHTHEPRESENTCATEGORYORTHEORIGINALBRANDCATEGORYSERVINGASASTANDARDOFCOMPARISON,EVALUATIONSCANBEMADEINTHESAMEDIRECTIONOFTHECATEGORYAFFECTASSIMILATEDORINTHEOPPOSITEDIRECTIONFROMITCONTRASTEDINTHEIRASSIMILATION/CONTRASTTHEORY,SHERIFANDHOVLAND1961ARGUETHATMESSAGESAREASSIMILATEDTO

11、WARDTHEPERCEIVERSPOSITIONWHENTHEYAREACCEPTABLETOBEGINWITHIE,WHENTHEYFALLWITHINTHELATITUDEOFACCEPTANCE,WHEREASTHEYARECONTRASTEDAWAYWHENTHEYAREDISTANTANDUNACCEPTABLETOBEGINWITHIE,WHENTHEYFALLWITHINTHELATITUDEOFREJECTIONINRELATIONTOTHEPRESENTRESEARCHCONTEXT,ITISINFERREDTHATABRANDISASSIMILATEDTOTHECURRE

12、NTCATEGORYWHENPERCEIVEDTOBESIMILARTOTHECATEGORY,WHEREASITISCONTRASTEDWHENDESCRIBEDTOBEDIFFERENTFROMTHECATEGORYTODATE,HOWEVER,FEWSTUDIESINCONSUMERBEHAVIORHAVEEXAMINEDTHESIMULTANEOUSEFFECTSOFTWOFACTORS,IE,SIMILARITYOFATARGETSTIMULUSTOTHECATEGORYSCHEMAANDINVOLVEMENTFURTHERMORE,THEASSIMILATIONCONTRASTTH

13、EORYDOESNOTTAKEINTOCONSIDERATIONTHEPOSSIBLEOCCURRENCEOFPIECEMEALPROCESSESINSUMMARY,BASEDONTHEEXISTINGLITERATUREDISCUSSEDTHUSFAR,ITISCONCEPTUALIZEDTHATTHEREAREATLEASTTHREETYPESOFPROCESSCONSUMERSCANUSEINEVALUATINGABRANDACATEGORYBASEDORASSIMILATION,BCONTRAST,ANDCPIECEMEALPROCESSITISEXPECTEDTHATTHESEALT

14、ERNATIVETYPESOFPROCESSAREDETERMINEDBYTHETWOFACTORSACONSISTENCYOFBRANDINFORMATIONWITHTHECATEGORYSCHEMAANDBLEVELOFMOTIVATIONTOPROCESSTHEINFORMATIONMORESPECIFICPREDICTIONSCONCERNINGCONSUMERREACTIONSTOORIGINALBRANDSANDTHEIREXTENSIONSAREDEVELOPEDINTHENEXTSECTIONRESEARCHHYPOTHESESASETOFHYPOTHESESISDEVELOP

15、EDANDTESTEDINTHISSTUDYINORDERTOUNDERSTANDDIFFERENTINFORMATIONPROCESSINGSTRATEGIESCONSUMERSUSEWHENEVALUATINGLINE/BRANDEXTENSIONSANDTOPREDICTFINALEVALUATIONSTHESEHYPOTHESESAREBUILTUPONTHESAMEBASICPREMISESTHATPASTTHEORETICALMODELSAREBASEDUPONSEEBREWER,1988FISKEFISKEFISKESRULLFISKEBOUSHFISKE,NEUBERG,BEA

16、TTIE,PAVELCHAK,1989SUJANUNIVERSITYOFMINNESOTACONSUMERBEHAVIORSEMINAR,1987SINCEANORIGINALBRANDISTHEONEWITHATTRIBUTESTHATARECONSISTENTWITHCONSUMERSCURRENTPERCEPTIONSOFTHEBRAND,ITISHYPOTHESIZEDTHATHIREGARDLESSOFTHEMOTIVATIONLEVEL,WHENEVALUATINGANORIGINALBRAND,CONSUMERSWILLENGAGEINACATEGORYBASEDORANASSI

17、MILATIONPROCESSEVALUATIONSOFLINEEXTENSIONSALINEEXTENSIONSTRATEGYMODIFIESSOMEFEATURESOFATTRIBUTESOFANORIGINALBRANDTHUS,FROMACONSUMERSPERSPECTIVE,ALINEEXTENSIONCREATESAMODERATEDEGREEOFDISCREPANCYBETWEENTHEATTRIBUTEDESCRIPTIONSANDTHECATEGORYEXPECTATIONSINTHISSITUATION,CONSUMERSWILLREACTTOTHEBRANDDIFFER

18、ENTLYDEPENDINGONTHEIRLEVELOFMOTIVATIONTOPROCESSTHEBRANDINFORMATIONUNDERALOWMOTIVATIONCONDITIONUNDERALOWMOTIVATIONCONDITION,EVENIFONEFINDSTHEBRANDINFORMATIONINCONSISTENTWITHTHECURRENTCATEGORYSCHEMA,ONEWOULDNOTBOTHEREITHERTRYINGTOFORMABETTERFITTINGCATEGORYORGOINGTHROUGHTHEBRANDINFORMATIONINANATTRIBUTE

19、BYATTRIBUTEMANNERTHEJUDGMENTWILLSIMPLYBEMADEONTHEBASISOFTHECATEGORYTHATHAPPENSTOBEACTIVATEDINTHECATEGORIZATIONSTAGETHISCATEGORYWILLSERVEASASUBSTITUTEFORAPERFECTFITTINGCATEGORYINTHISSITUATION,THEFINALEVALUATIONWILLBEASSIMILATEDORCONTRASTED,DEPENDINGONTHEMAGNITUDEOFTHEINCONSISTENCYBETWEENTHEBRANDINFOR

20、MATIONANDTHECURRENTCATEGORYSCHEMAHERR,1986,1989HERR,SHERMAN,SUJANITISEXPECTEDTHATTHEPRESENTCATEGORYWILLSERVEASASTANDARDOFCOMPARISONANDTHEOVERALLEVALUATIONWILLSIMPLYBEMADEINANOPPOSITEDIRECTIONFROMTHECATEGORY,SINCETHISTYPEOFPROCESSISMUCHEASIERTHANAPIECEMEALPROCESSHERRANDHISCOLLEAGUESFINDINGSAREENCOURA

21、GINGFORTHISHYPOTHESISOFACONTRASTPROCESSHERR,1986,1989HERRETAL,1983THEYFOUNDTHATCONTRASTPROCESSINGOCCURREDWHENPEOPLECOULDNOTCONSIDERASTIMULUSASAMEMBEROFTHEPRIMEDCATEGORYBECAUSEOFANINSUFFICIENTMATCHTHEYASSUMEDTHATTHEPRIMEDCATEGORYSTILLPROVIDEDANEXTERNALSTANDARDOFCOMPARISONTOWHICHTHESTIMULUSWASCONTRAST

22、EDINASIMILARVEIN,BOUSHANDLOKEN1991DEMONSTRATEDTHATEXTREMELYATYPICALBRANDEXTENSIONSWEREEVALUATEDMORERAPIDLYANDNEGATIVELYINCOMPARISONWITHTHEEXTENSIONSTHATWEREMEDERATELYTYPICALOFTHEORIGINALBRANDCATEGORY,APROCESSSIMILARTOTHEPRESENTNOTIONOFCONTRASTPROCESSALTHOUGHTHEEFFECTSOFMOTIVATIONWERENOTEXAMINEDINANY

23、OFTHESTUDIESMENTIONEDABOVE,ITISPROPOSEDTHATCONTRASTPROCESSESAREMORELIKELYTOOCCURUNDERLOWMOTIVATIONSITUATIONSTHANTHEYAREUNDERHIGHMOTIVATIONCONDITIONS,BECAUSETHEYMUSTBEAMUCHFASTERANDEASIERWAYTOREACHAJUDGMENTTHANPIECEMEALELABORATIONSTHUS,ITISPREDICTEDTHATH3AWHENEVALUATINGABRANDEXTENSION,UNLESSCONSUMERS

24、AREHIGHLYMOTIVATEDTOPROCESSTHEBRANDINFORMATION,THEYWILLUSEACONTRASTPROCESSUNDERAHIGHMOTIVATIONCONDITIONWHENCONSUMERSAREHIGHLYMOTIVATED,THEYWILLUSEAPIECEMEALPROCESSTOEVALUATEABRANDEXTENSION,ONTHESAMEGROUNDTHATHYPOTHESIS2BISBUILTUPONTHEPROCESSENTAILSANINTEGRATIONOFAVAILABLEINFORMATIONINANATTRIBUTEBYAT

25、TRIBUTEFASHIONANDERSON,1974FISHBEINFISKEFISKEETAL,1987PAVELCHAK,1989SHOCKERSUJANFISKEFISKESMITHFISKEMANDLERFAZIO,1986FAZIO,POWELL,LINGLEFISHBEINMEYERSLEVYSUJAN,1985SUJANFISKEFISKESUJAN,1985，另一组倡导感官的动机水平，作为一种决定因素BORGIDABREWER,1988HOWARDPITNEY,BORGIDA,OMOTOKAHNEMANSHERIF,SHERIF,FISKEFISKEFISKESRULLFIS

26、KEBOUSHFISKE,NEUBERG,BEATTIE,PAVELCHAK,1989SUJANUNIVERSITYOFMINNESOTACONSUMERBEHAVIORSEMINAR,1987。因为一个原始品牌属性，符合消费者目前对品牌的认知，并假定假设1不管动机水平，当评估一项原有品牌时，消费者将参加一项各层级分类类目或一种同化的过程。线路延伸评估一个线路延伸战略，修改一个原始品牌属性的特征。因此，从消费者角度来看，一个品牌延伸，在属性描述和类别期望之间，创建一个中等程度差异。在这种情况下，消费者将依据对品牌信息加工的动机，做出不同的反应。在缺乏动力条件下，即使你发现品牌信息与当前的分类模

27、式符合，也不会去想形成一个适合的类别或以一个属性的态度了解品牌信息。这个审判将根据发生在分类阶段的类别形成。这一类将作为完美拟合范畴的替代品，在这种情况下，最后的评估将被同化或对比，取决于品牌信息和当前类别模式之间的矛盾HERR,1986,1989HERR,SHERMAN,SUJANHERRETAL,1983。他们发现，因为不相配对比处理，发生在人们不考虑刺激作为一个基本的范畴成员时。他们假设，基本的类别仍然提供了一个对比的外部标准来比较刺激。在相同的情况下，BOUSH和LOKEN1991表明，延伸品牌和原始品牌的对比中，更典型的品牌延伸的评估影响，更迅速和负面，一个对比过程的现有概念的相似过

28、程。虽然动机的影响，没有在上述研究中进行过检测，提出了对比过程，在较低的动机的情况下，比较高的动机情况下更有可能出现，因为比起零星的苦心经营，他们必须要以更快和更简单的方式来达成判断。因此，它是预言假设3A当评估一个品牌延伸时，除非消费者对处理品牌信息有高度的积极性，他们将使用对比的过程。在高动机条件下，当消费者有高度的积极性，他们将使用一种渐进的过程，评价品牌延伸，而在相同的层面，在假说2B中已被建立。整个过程需要一个包含着有用属性对属性的改变整合ANDERSON,1974FISHBEINFISKEFISKEETAL,1987PAVELCHAK,1989SHOCKERSUJANBETTMAN,1989。因此，假设如下假设3B当评估一个品牌延伸时，如果消费者有高度评价进取心，他们将加入渐进的过程。出处MOONKYU李消费者评估线路和品牌延伸的情报和动机影响J商业与心理学杂志,1994,8（4）476482