Anzeige
Erschienen in:
2016 | OriginalPaper | Buchkapitel
The Role of Distraction Effects on Weak-Tie Brand Extensions
verfasst von : Yuli Zhang, Hyokjin Kwak
Erschienen in: Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?
Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.
Wählen Sie Textabschnitte aus um mit Künstlicher Intelligenz passenden Patente zu finden. powered by
Markieren Sie Textabschnitte, um KI-gestützt weitere passende Inhalte zu finden. powered by
Abstract
Distraction occurs quite often when consumers do not engage in an effortful justification of a marketing message (e.g., product descriptions). It has been known that distraction affects negatively an individual’s ability to process a marketing message in a decision process and consumer attitude toward the decision task. However, growing evidence demonstrates that distracted consumers may make better decisions of complex tasks than those who fully focus on the tasks themselves (Lerouge 2009). That is, this research shows that distraction (vs. conscious thinking) can indeed help consumers evaluate weak-tie brand extensions more favorably. Theoretical and managerial implications are discussed.