标题:informationalandmotivationalinfluencesonconsumerevaluationsoflineandbrandextensions原文:theoreticalbackgroundLine/brandextensionsare,bydefinition,,theywillmaketheirevaluationoftheextensioninrelationtothecategorythattheoriginalbrandisclassifiedinto(originalbrandcategory,hereafter).Thus,-basedversusPiecemealProcessesAsmentionedearlier,previousresearchhasindicatedthatconsumersengageinacategorizationprocesswhenevaluatingline/,(Cohen&Basu,1987;Fiske&Neuberg,1990;Fiske&Pavelchak,1986;Smith&Medin,1981),,withrespecttoaparticularcategory,peopledevelopnotonlytheirknowledgeofcategorymembersbutalsotheirexpectationsabouttheattributesofatypicalcategorymember,calledcategoryknowledgeorschema,andaffectivereactiontothecategory,termedcategoryaffect(Fiske&Neuberg,1990;Fiske&Pavelchak,1986;Mandler&Parker,1976).Ithasbeensuggestedthatwhenpeoplemakeanevaluativejudgmentofanobject,theygothrougheitheroneoftwoprocesses:sometimestheysimplycategorizetheobjectandmaketheirjudgmentonthebasisofthecategoryaffect;,knownasacategory-basedprocess,waspositedbythecategorizationresearchers(Burnstein&Schul,1982,1983;Fazio,1986;Fazio,Powell,&Herr,1983;Lingle&Ostrom,1981),whereasthesecondtype,knownasapiecemealprocess,wasassumedbythemultiattributetheorists(Anderson,1974
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