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CONSUMER EALUATIONS OF BRAND E"TENSIONS:QUALIT# ERSUS FIT

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6 D 6).STUD# 1A: THE EFFECT OF ISUAL CUES ON BRAND

E"TENSION PREFERENCES

D J HIJ IJKO, M ND J J E LIK KIED EDIKHIX HD NJDIED FHHDI. FHJJJ D DH, DEDDEIJ FHEKJ FJKH MEKIJ EDIKHIX FHHD HE -J HD NJDIEDIJE -GKJO HD NJDIEDI.

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ME KDH JMDJO-ILD E IJKDJI EFJ JIIJKO, JH MJEKJ EFDIJED JH D FFHEED FKI EH EH EFDIJED D IIIED. HJFDJI

MH HDEO IID JE JH J EDJHE EDJED EHJ FJKH EDJED. A FHJFDJI MH IEMD JFHEKJ JEHI (JME JHJ JEHI D IN H J-EHI). JD FHEKJ JEHO, JO MH I JEEEI JMD NJDIEDI E JME HDI. D J FJKHEDJED, J JME HDI D NJDIED JEHO MHEFD O J I DH FJKH E JOF FHE-KJ MJ J HD EE FEI ED J, MHI D J ED-JHE EDJED, EDO J HD EE MI FHIDJ (EH JFJKH IJK, I AFFDN A). AI D IKIGKDJ IJKI,M EKDJHD J EHH D M J JME HDI D JEHO MH FHIDJ.

! JHJ NJDIED FH EDIIJ E D NJDIED E H-GKJO DJED HD D D NJDIED E JJH-

JJD IJEH HD. IJ EEHDJ D FEFD H I J EM-J, -GKJO DJED HDNJDIEDI D C EEHDJ D 'HJ FD H IJ JJH-JJD, EMH-GKJO IJEH HD NJDIEDI. IIJED MI I ED FHJIJ D M FHJFDJI (D =23) HJ J GKJO E J HDI D J J MJ J NJD-IED JEHO ED DD-FEDJ II. AEHD JE JI FHJIJ,FHJFDJI FHL J HD I IDDJO HD GKJO JD J C HD ( = 7.35, C = 5.57;J(22) = T4.54, < .001) KJ I IDDJO MEHI J MJEEHDJ ( = 4.23, C = 7.66; J(21) = T5.33, 6.00, I B(+ e> 7

STUD# 5: THE EFFECT OF BRAND COMPARISONS ON

CONSUMERS MINDSET

D JKO 5, FHJFDJI HIJ IM IHI E HD NJD-IEDI, JH D J I EHJ I D J E EDJED(D MH I JE EFH J HDI) EH D J I EH-J I D J IEJ LKJED EDJED (D MH IJE IFHJO LKJ HD). AJH JO EFJJI JI, M IKH J L E IJHJED E JH KH-

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IJ IKH); DIJ, JO MH IEMD J NJDIEDI ED EFKJH IHD D I JE VJD EKJ M FHEKJOEK MEK EEIW (D J E EDJED) EH JE VJDEKJ EM OEK MEK LKJ FHEKJW (D J IE-J LKJED EDJED). E IKH JJ FHJFDJIJKO EEM JI DIJHKJEDI (D J ID ENFJ HIFEDII), M JEE D FHEH IKH O DK-D D DIJHKJED DFKJED (I FFDH,OLI, D LDE 2009). EJJ FHJFDJI ME J DIJHKJED DFKJED HE J DO-II, OD KI IF E 89 FHJFDJI. I FHE-KH DEJ HDJO J J JME EDJEDI (2 < 1).

AJH LMD HD NJDIEDI, FHJFDJI MHI JE EKJ E LHIED E H D -DHXI (1989) LEH DJJED EH (KIJ JEHJ JE J FHEKJI IEMD D J EFHIED DFK-JED). I DIJ IKH EDIIJ E IJ E 12 ED-FJI (.., JD EJJ I), E M MIEFD O EJ EM-L IHFJED (.., JDIFEEDKI EKJ E JK) D -L IHFJED (..,JD D DKJHJED). "EH EDFJ, FHJFDJI MHI JE H J IHFJED JJ IJ IH JJ ED-FJ. KI J DKH E -L IJJDJI HO FHJFDJ I D DJEH E J L E IJH-JED E JJ FHJFDJXI DIJ.

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STUD# 6A: THE EFFECT OF ISUAL CUES ONTHOUGHTS ABOUT QUALIT# ERSUS FIT

M)(

ME KDH ILDJO-EKH KDHHKJ IJKDJI FH-

JFJ JH D KDJ E EKHI HGKHDJ (D =180) EH EH EDJHO EFDIJED (D = 94). O MH HD-EO IID JE JH J EDJHE EH J FJKH EDJED. FHEKH MI DJ JE J FHEKH KI D JKO1, NFJ JME HDI. "HIJ, JH JH E, FHJ-FDJI MH I JE VIH EM OEK OEKH E.WED, KI M IIK JJ J JEKJ IJDI MEKDJHH MJ IKIGKDJ GKIJEDI, M FHIDJ FHJ-FDJI MJ EDO ED FHEKJ JEHO ( LI. CEEHDJ).

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HFJ J FJKH J: AD J EEHDJ EKJ-D IDDJO DHI FHJFDJIX FHHD EH EEHDJ ELH C EEHDJ (CEDJHE = 69.5%, JKH =81.1%; 2(1) = 4.68, = .030). NJ, M ND JJEKJ IJDI JE JIJ MJH JI IJ D FHHD MIHLD O EHHIFEDD IJ D EDHDI EKJ GKJOLHIKI J. ME EHI ME MH D JE J OFEJII DEDJEDI HEH J DKH E JEKJI HJ JE FH-DJ HD GKJO (.., V I GKJO FHEKJIW) DHDTNJDIED J (.., VC DEMI FHIED ODFHEKJIW) EH HIFEDDJ. EHI H ED 87%E J IIJEDI; J HDD EDI MH HIELJHEK IKIIED. CEDIIJDJ MJ EKH FHJEDI, FH-IDJD J FJKH IDDJO DHI J DKH EJEKJI HJ JE GKJO (CEDJHE = .60, JKH = .91;

"(1, 256) = 14.77, < .001) D HDO HI JDKH E JEKJI HJ JE J (CEDJHE = .30, JKH =.19; "(1, 256) = 3.00, = .056). KI, J FHID E JLIK K IJ FEFXI FII HE J JE GKJO(GKJOTJ HD IEHI: CEDJHE = .31, JKH = .72;"(1, 256) = 15.04, < .001).

E JIJ MJH JI D D JEKJ FJJHDI EKDJIEH J J E J FJKH DFKJED ED J HDEI, M IE EDKJ JED DOII. AI M

6 HEL J HE FHJFDJI ME DEJ DEM ED E J FHDJHDI (D = 15) HE J DOII.

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DJED FHLEKIO, J FJKH HO DKD EJFHJFDJIX HD E D JH JEKJI EKJ GKJOLHIKI J. "KHJHEH, FHJFDJIX HJL JEKJI DK-D JH HD NJDIED EI (2(1) = 16.86,