Abstract

http://ssrn.com/abstract=1969939
 
 

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On the Negative Consequences of Thinking About Häagen-Dazs Cottage Cheese: Low-Fit Brand Extensions and Self-Regulatory Depletion


Kelly Goldsmith


Northwestern University - Kellogg School of Management

Ryan Hamilton


Emory University

December 8, 2011


Abstract:     
Many firms seek to leverage successful brands by introducing brand extensions. These extensions vary in the extent to which they fit with the original brand image, ranging from high-fit (e.g., BMW driving gloves) to low-fit (e.g., BMW skateboards) to, in some cases, extremely low-fit (e.g., BMW cosmetics bags). Where previous work has focused on how fit influences consumers’ evaluations of the extension, this paper explores the cognitive consequences that evaluating low-fit extensions have for consumers. Across four studies, we find that evaluating low-fit extensions depletes consumers’ cognitive resources relative to evaluating high-fit extensions, and explore some of the implications that this effect has for consumer choice. In support of our theoretical account, we show that low-fit extensions only deplete consumers who try to reconcile the extension with the brand and that relaxing the standard of what constitutes fit lowers the cognitive costs of evaluating low-fit extensions, thereby reducing depletion effects.

Number of Pages in PDF File: 36

Keywords: brand extension evaluations, self-regulation

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Date posted: December 8, 2011 ; Last revised: December 11, 2012

Suggested Citation

Goldsmith, Kelly and Hamilton, Ryan, On the Negative Consequences of Thinking About Häagen-Dazs Cottage Cheese: Low-Fit Brand Extensions and Self-Regulatory Depletion (December 8, 2011). Available at SSRN: http://ssrn.com/abstract=1969939 or http://dx.doi.org/10.2139/ssrn.1969939

Contact Information

Kelly Goldsmith (Contact Author)
Northwestern University - Kellogg School of Management ( email )
2001 Sheridan Road
Evanston, IL 60208
United States
HOME PAGE: http://www.kellogg.northwestern.edu/faculty/goldsmith/htm/
Ryan Hamilton
Emory University ( email )
Atlanta, GA 30322
United States
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