In a forthcoming study from the Journal of Consumer Research, researchers from Indiana University explore the process by which consumers evaluate new products, be it a new razor with an unprecedented number of blades or an even mintier chewing gum. The researchers argue that when a multi-product brand – such as Nike, which recently added electronic gadgets to its core of athletic apparel – releases a new product, the consumers evaluative process is significantly different than when a brand strongly associated with one product – such as Gillette – releases a new product.
"[The] attitude transfer process may be more complex than suggested by current models," write Huifang Mao and H. Shanker Krishnan. "For a multi-product brand, multiple referent points exist to judge a brand extension, resulting in more complex evaluative processes."
For multi-product brands, the researchers distinguish between the two measures consumers use to decide what they think of a newly released product: brand fit and product fit. "Brand fit" is the degree to which a new product is consistent with the overall brand image, and knee pads would fit well with the athletic Nike persona. However, certain new products that do not mesh with the Nike brand might still garner a positive consumer reaction if they demonstrate "product fit." A Nike car audio system, for example, would have high product fit with Nikes existing line of audio equipment for joggers. Surprisingly, this second type of association is often easier for consumers to make, the researchers found. "Consumers tend to transfer attitudes from varying sources to a brand extension," explain the authors. "[But] consumers may transfer their liking for an existing product to an extension in a spontaneous fashion."
Suzanne Wu | EurekAlert!
Smart Data Transformation – Surfing the Big Wave
02.12.2016 | Fraunhofer-Institut für Angewandte Informationstechnik FIT
Climate change could outpace EPA Lake Champlain protections
18.11.2016 | University of Vermont
A multi-institutional research collaboration has created a novel approach for fabricating three-dimensional micro-optics through the shape-defined formation of porous silicon (PSi), with broad impacts in integrated optoelectronics, imaging, and photovoltaics.
Working with colleagues at Stanford and The Dow Chemical Company, researchers at the University of Illinois at Urbana-Champaign fabricated 3-D birefringent...
In experiments with magnetic atoms conducted at extremely low temperatures, scientists have demonstrated a unique phase of matter: The atoms form a new type of quantum liquid or quantum droplet state. These so called quantum droplets may preserve their form in absence of external confinement because of quantum effects. The joint team of experimental physicists from Innsbruck and theoretical physicists from Hannover report on their findings in the journal Physical Review X.
“Our Quantum droplets are in the gas phase but they still drop like a rock,” explains experimental physicist Francesca Ferlaino when talking about the...
The Max Planck Institute for Physics (MPP) is opening up a new research field. A workshop from November 21 - 22, 2016 will mark the start of activities for an innovative axion experiment. Axions are still only purely hypothetical particles. Their detection could solve two fundamental problems in particle physics: What dark matter consists of and why it has not yet been possible to directly observe a CP violation for the strong interaction.
The “MADMAX” project is the MPP’s commitment to axion research. Axions are so far only a theoretical prediction and are difficult to detect: on the one hand,...
Broadband rotational spectroscopy unravels structural reshaping of isolated molecules in the gas phase to accommodate water
In two recent publications in the Journal of Chemical Physics and in the Journal of Physical Chemistry Letters, researchers around Melanie Schnell from the Max...
The efficiency of power electronic systems is not solely dependent on electrical efficiency but also on weight, for example, in mobile systems. When the weight of relevant components and devices in airplanes, for instance, is reduced, fuel savings can be achieved and correspondingly greenhouse gas emissions decreased. New materials and components based on gallium nitride (GaN) can help to reduce weight and increase the efficiency. With these new materials, power electronic switches can be operated at higher switching frequency, resulting in higher power density and lower material costs.
Researchers at the Fraunhofer Institute for Solar Energy Systems ISE together with partners have investigated how these materials can be used to make power...
16.11.2016 | Event News
01.11.2016 | Event News
14.10.2016 | Event News
02.12.2016 | Medical Engineering
02.12.2016 | Agricultural and Forestry Science
02.12.2016 | Physics and Astronomy