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Temporal Construal and Brand Extension Evaluation

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  • Pronobesh Banerjee

    (Indian Institute of Management Kozhikode)

Abstract

Past research shows that several situational factors like self-construal and field dependency influences the evaluation of an extension. In this paper, I show that the evaluation of an extension is influenced by how people think in time, a widely explored situational factor. I use findings from the temporal construal theory to show that the evaluation of an extension depends on whether one is in a near or distant temporal mindset. I show that when consumers are in a near temporal mindset, they favorably evaluate an exemplar extension compared to a prototype extension and vice versa when they are in a distant temporal mindset.

Suggested Citation

  • Pronobesh Banerjee, 2021. "Temporal Construal and Brand Extension Evaluation," Working papers 445, Indian Institute of Management Kozhikode.
    • Handle: RePEc:iik:wpaper:445
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    References listed on IDEAS

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    1. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    2. Huifang Mao & H. Shanker Krishnan, 2006. "Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 41-49, June.
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