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Role of Relationship Norms in Processing Brand Information

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  • Pankaj Aggarwal
  • Sharmistha Law

Abstract

In the present research, we propose relationship norms as a moderator of the specific information-processing strategy adopted by consumers when evaluating a brand. Two types of relationships are examined: communal relationships, in which concern for a partner's need is paramount, and exchange relationships, in which a matched benefit is expected back from the partner. Across three studies, we test the hypothesis that norms of a communal relationship lead to brand attributes being evaluated at a higher level of abstraction relative to those of an exchange relationship. Dependent variables ranging from product evaluations, memory measures, and feature listings provide converging evidence to support the overall hypothesis. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Pankaj Aggarwal & Sharmistha Law, 2005. "Role of Relationship Norms in Processing Brand Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 453-464, December.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:3:p:453-464
    DOI: 10.1086/497557
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