How Attitudes Toward Product Categories Drive Individual Brand Attitudes and Choice

31 Pages Posted: 18 Apr 2015 Last revised: 21 Apr 2015

See all articles by Steven S. Posavac

Steven S. Posavac

Vanderbilt University - Marketing

David M. Sanbonmatsu

University of Utah - Department of Psychology

Joon Seo

State University of New York (SUNY) at Brockport

Dawn Iacobucci

Vanderbilt University - Marketing; Vanderbilt University - Marketing

Date Written: April 1, 2015

Abstract

Three experiments examine the role of attitudes toward the category to which a brand belongs in consumers’ attitudes toward individual brands. The core findings indicate that what consumers think generally about a category affects their evaluations of singular brands belonging to the category. Study 1 demonstrates that both consumers’ attitudes towards a category as well as their relative attitudes toward a brand versus intra-category competitors drive overall attitudes toward individual brands. Study 2 shows that manipulating attitudes towards a product category affects attitudes toward, and purchase intention of, individual brands belonging to that category. Study 3 demonstrates that more versus less favorably evaluated categories are more likely to exhibit brand positivity effects in judgments of singular brands. The results suggest the practical importance of measuring attitudes toward product categories, as well as the utility of marketing interventions aimed at the category level.

Keywords: attitudes, brand choice, product categories

Suggested Citation

Posavac, Steven S. and Sanbonmatsu, David M. and Seo, Joon and Iacobucci, Dawn and Iacobucci, Dawn, How Attitudes Toward Product Categories Drive Individual Brand Attitudes and Choice (April 1, 2015). Vanderbilt Owen Graduate School of Management Research Paper No. 2595682, Available at SSRN: https://ssrn.com/abstract=2595682 or http://dx.doi.org/10.2139/ssrn.2595682

Steven S. Posavac (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States
615-322-0456 (Phone)

David M. Sanbonmatsu

University of Utah - Department of Psychology ( email )

702 Social And Behavioral Science Building
380 South 1530 East, Room 502
Salt Lake City, UT 84112 -025
United States
(801) 581-8505 (Phone)
(801) 581-8505 (Fax)

Joon Seo

State University of New York (SUNY) at Brockport ( email )

Brockport, NY 14420
United States

Dawn Iacobucci

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

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