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How Consumers’ Styles of Thinking Can Control Brand Dilution

Author

Listed:
  • Monga Alokparna Basu

    (Professor of Marketing, Rutgers Business School – Newark and New Brunswick, USA)

  • Hsu Liwu

    (Assistant Professor of Marketing, College of Business, University of Alabama in Huntsville, USA)

Abstract

Understanding consumers’ ways of thinking can help identify strategies to limit brand damage and elicit more favorable reactions from disapproving consumers. Analytic thinkers’ beliefs about a brand are diluted when they see negative information; those of holistic thinkers remain unaffected. While both analytic and holistic thinkers blame the brand equally for quality and manufacturing problems, holistic thinkers are more likely to blame contextual factors outside of the brand than analytic thinkers. This ability of holistic thinkers to focus on the outside context is the reason why their brand beliefs are not diluted.

Suggested Citation

  • Monga Alokparna Basu & Hsu Liwu, 2018. "How Consumers’ Styles of Thinking Can Control Brand Dilution," GfK Marketing Intelligence Review, Sciendo, vol. 10(1), pages 40-45, May.
    • Handle: RePEc:vrs:gfkmir:v:10:y:2018:i:1:p:40-45:n:7
    DOI: 10.2478/gfkmir-2018-0007
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