Effects of Parent-Extension Similarity and Self Regulatory Focus on Evaluations of Brand Extensions

摘要: Research has shown that a similar extension of brand is evaluated more favorably than dissimilar one. In this research we demonstrate self-regulatory focus (promotion vs. prevention focus) significantly moderates the effect. Four experiments demonstrated extensions were less when participants chronically or momentarily focused, whereas such effect was eliminated and sometimes even reversed situationally promotion focused. This discrepancy attributed to different weights attached perceived risk hedonic value by promotion-focused prevention-focused individuals.