The Effects of a different category context on target brand evaluations
Author: Nam, Myungwoo ; Sternthal, BrianINSEAD Area: MarketingIn: Journal of Consumer Research, vol. 35, no. 4, December 2008 Language: EnglishDescription: p. 668-679.Type of document: INSEAD ArticleNote: Please ask us for this itemAbstract: Four studies support the conclusion that the evaluation of a target brand is influenced by its presentation in the context of advertising for brands from a different category. The specific effect of context depends on the decision makers expertise in the target category and the accessibility of contextual information. In a base condition, experts exhibited an assimilation effect and novices a comparison contrast. Increasing the accessibility of the contextual information prompted a correction contrast effect among experts and an assimilation effect among novices. A reduction in the resources available for processing the highly accessible contextual information resulted in experts engaging in assimilation and in novices exhibiting a comparison contrast. These findings are explained in terms of an interpretation and a comparison judgment process.| Item type | Current location | Call number | Status | Date due | Barcode | Item holds |
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Four studies support the conclusion that the evaluation of a target brand is influenced by its presentation in the context of advertising for brands from a different category. The specific effect of context depends on the decision makers expertise in the target category and the accessibility of contextual information. In a base condition, experts exhibited an assimilation effect and novices a comparison contrast. Increasing the accessibility of the contextual information prompted a correction contrast effect among experts and an assimilation effect among novices. A reduction in the resources available for processing the highly accessible contextual information resulted in experts engaging in assimilation and in novices exhibiting a comparison contrast. These findings are explained in terms of an interpretation and a comparison judgment process.
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