ISSN:1057-7408    

DOI:10.1016/S1057-7408(96)70406-0

出版商:Wiley    

年代:2008

数据来源: WILEY

ISSN:1057-7408    

DOI:10.1207/s15327663jcp0502_01

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

Two experiments examined how consumer expertise moderates message learning and product evaluations. It was found that organizing message information and repeating it enhanced novices’ learning of the message content and the favorableness of their evaluations. In contrast, experts’ learning was for the most part not influenced by these factors, and their evaluations reflected the type of message they received and the extent to which they evaluated the message content.

ISSN:1057-7408    

DOI:10.1207/s15327663jcp0502_02

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

This research investigated how a consumer's cognitive structure for a brand in a given product category affects the possible transfer of associations to other product categories. One key factor in evaluating such possible brand extensions isdominance, which can be defined as the strength of the directional association between the parent category and the branded product. Likewise, another important factor is therelatednessof the brand's parent category and the target category of the proposed extension. The 1st experiment measured dominance and relatedness via response latencies to recognize brand extensions. The 2nd experiment demonstrated that consumers’ affect for strongly category‐dominant brands (a) transfers better to an extension when the proposed extension is closely rather than distantly related to the parent category and (b) transfers better than a weakly category‐dominant brand's affect. Together, the research demonstrated that consumers’ response times to disconfirm the existence of product‐brand pairs is related to their transfer of affect from the brand to the proposed product category. This disconfirmation method could be used as an unobtrusive measure for determining brand boundaries. The attractiveness of potential brand extensions may thus be determined without consumers making any judgments about a proposed extension other than answering whether or not it exists.

ISSN:1057-7408    

DOI:10.1207/s15327663jcp0502_03

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

Selecting the best employees for customer contact jobs is critically important for customer satisfaction and, ultimately, an organization's success. One potential influence on satisfaction is the congruency between the characteristics of the employee and customer expectations. This research examines how customers respond to employees who are not of the typical, or expected, gender in gender‐typed jobs. Two experiments were conducted that used scenarios of service encounters to manipulate employee gender and gender dominance of the occupation in between‐subjects designs. The dependent variables were level of satisfaction with the service encounter (Experiment 1) and employee evaluation (Experiment 2). The results generally showed that respondents evaluated employees more positively when they performed congruent rather than incongruent jobs. In addition, gender and trait characteristics of the respondents influenced the way employee gender affected evaluations. The preference for congruent employees was strongest among male respondents and cross‐sex‐typed respondents. A different type of congruency was also found. That is, some respondents evaluated employees more positively if they were the same rather than the opposite gender as themselves. This effect was strongest for female and for gender‐aschematic respondents.

ISSN:1057-7408    

DOI:10.1207/s15327663jcp0502_04

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

Brand breadth is a function of not only the number and variability of products represented by the brand but also of the strength of association between the brand and the products it represents. The strength of association is reflected in the re‐trievability from memory of product associations. This, in turn, influences the evaluation of fit of brand extensions. Two types of brands were studied: those with a strong association to a single product (and weaker associations with other products) and those with strong associations to multiple products. Results from an experiment showed that for brands with a single product association, brand knowledge and context interact to influence evaluations of fit for extensions to products weakly associated with the brand. For brands strongly associated with more than 1 product, context influences evaluations of the fit of brand extensions.

ISSN:1057-7408    

DOI:10.1207/s15327663jcp0502_05

出版商:Wiley    

年代:2008

数据来源: WILEY