From a commodity to an experience: The moderating role of thematic positioning on congruity‐based product judgment

Noseworthy, Theodore J.; Finlay, Karen; Islam, Tarikul

doi:10.1002/mar.20339

Cited by 21 publications

(20 citation statements)

References 35 publications

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“…This work affords several important insights, particularly given the renewed interest in schema congruity theory over the last 5 years (Jhang et al 2012;Krishna, Elder, and Caldara 2010;Landwehr, Wentzel, and Hermann, 2013;Noseworthy, Finlay, and Islam 2010;Noseworthy and Trudel 2011;Roggeveen, Goodstein, and Grewal 2014). Where the results may have particular theoretical relevance is in reflecting on past work.…”

Section: Discussionmentioning

confidence: 88%

The Role of Arousal in Congruity-Based Product Evaluation

Noseworthy¹,

Muro²,

Murray³

2014

J Consum Res

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122

101

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New products are often incongruent with consumer expectations. Researchers have shown that consumers prefer moderately incongruent products, while being adverse to extremely incongruent products. Evidence from three studies suggests that this phenomenon is highly influenced by a consumer's state of arousal. Specifically, low arousal decreases preference for moderate incongruity while increasing preference for extreme incongruity, whereas high arousal decreases preference for any form of incongruity. Underlying these effects are discrete emotional states brought on by a physiological response to incongruity. Varying arousal subsequently varies the severity of the emotion, be it negative (anxiety) or positive (curiosity), which in turn varies evaluations for the product. This suggests that creating excitement around a product launch may be good for incremental innovation, but it may not be a good idea for something truly innovative.

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Section: Discussionmentioning

confidence: 88%

The Role of Arousal in Congruity-Based Product Evaluation

Noseworthy¹,

Muro²,

Murray³

2014

J Consum Res

Self Cite

122

101

View full text Add to dashboard Cite

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“…Crucially, these differences in perceived novelty and evaluation are hypothesized to occur when processing is unconstrained (i.e., not guided by the marketer). But often the marketer can manipulate the type of information that is available during evaluation, such as attributes shared by the brand and the extension product, and such communicative constraints affect evaluations (Aaker & Keller, 1990;Bridges et al, 2000;Kirmani & Shiv, 1998;Noseworthy et al, 2010). Study 3 therefore compared the perceived novelty and evaluation of taxonomic and thematic brand extensions under processing conditions that were either less constrained or more deliberative.…”

Section: Processing and Evaluation Of Taxonomic And Thematic Brand Exmentioning

confidence: 99%

A dual‐process model of brand extension: Taxonomic feature‐based and thematic relation‐based similarity independently drive brand extension evaluation

et al. 2011

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The success of a brand extension depends largely on the similarity between the brand and its extension product. Recent psychological and neuroscientific evidence supports a dual-process model that distinguishes taxonomic feature-based similarity from thematic relation-based similarity. In addition to providing a parsimonious organizational framework for prior brand extension research, this dual-process model also provides novel predictions about the processing and evaluation of taxonomic brand extensions (e.g., Budweiser cola) and thematic brand extensions (e.g., Budweiser chips). Results indicate that taxonomic and thematic similarities independently contribute to branding professionals' and lay consumers' evaluations of real and hypothetical brand extensions (Studies 1A and 1B). Counter-intuitively, thematic brand extensions are processed more rapidly (Study 2), judged more novel, and evaluated more positively than taxonomic extensions (Study 3). When induced to consider the commonalities between the brand and the extension product, however, taxonomic extensions are judged more novel and evaluated more positively (Study 3). Implications for brand extension and marketing more generally are discussed.

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“…For example, Campbell and Goodstein () showed that when perceived risk is high, a congruous product is preferred to a moderately incongruous product. In addition, Noseworthy, Finlay, and Islam () and Noseworthy and Trudel () indicated that when the product is thematically (vs. taxonomically) positioned or when the product is experientially (vs. functionally) positioned, a congruous product is preferred to a moderately incongruous product. However, in this study, the authors observed different inverted‐U evaluation patterns according to PNS.…”

Section: Discussionmentioning

confidence: 99%