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Assimilation-Contrast Theory: Support for the Effect of Brand in Consumer Preferences

In: Proceedings of FIKUSZ '17

Author

Listed:
  • Elena Kokthi

    (European University of Tirana)

  • Aniko Kelemen-Erdos

    (Óbuda University)

Abstract

This experimental research measured the contribution of brand and product to the globally perceived quality of two well-known brands – namely, Coca-Cola and Pepsi. The assimilation-contrast approach was used to analyze the effect of brand on consumer perceptions. The experimental design elicited consumer preferences through liking scores in three different information conditions. Consumers did not differentiate in a blind test between the two tested products. In the label test, Coca-Cola received a higher score than Pepsi, indicating a stronger preference for the Coca-Cola brand. However, in conditions of full information, Pepsi received a higher score. From a methodological perspective, this research suggests that the assimilation-contrast approach is appropriate for evaluating brands from a consumer perspective in different cultural contexts.

Suggested Citation

  • Elena Kokthi & Aniko Kelemen-Erdos, 2017. "Assimilation-Contrast Theory: Support for the Effect of Brand in Consumer Preferences," Proceedings of FIKUSZ 2017, in: Monika Fodor (ed.),Proceedings of FIKUSZ '17, pages 188-199, Óbuda University, Keleti Faculty of Business and Management.
    • Handle: RePEc:pkk:sfyr17:188-199
    as

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    File URL: http://kgk.uni-obuda.hu/sites/default/files/14-Kokthi-Kelemen-Erdos.pdf
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    References listed on IDEAS

    as
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    3. Boxall, Peter C. & Cash, Sean B. & Wismer, Wendy V. & Muralidharan, Vijay & Annett, Lisa E., 2007. "The Role of Sensory Experiences and Information on the Willingness to Pay for Organic Wheat Bread," Consumer and Market Demand Network Papers 7712, University of Alberta, Department of Resource Economics and Environmental Sociology.
    Full references (including those not matched with items on IDEAS)

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