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The Effects of a Different Category Context on Target Brand Evaluations

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  • Myungwoo Nam
  • Brian Sternthal
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    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..

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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/592128
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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 35 (2008)
    Issue (Month): 4 (08)
    Pages: 668-679

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    Handle: RePEc:ucp:jconrs:v:35:y:2008:i:4:p:668-679

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. 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.

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