Temporal Construal and Brand Extension Evaluation

Banerjee Pronobesh ()
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Banerjee Pronobesh: Indian Institute of Management Kozhikode

No 445, Working papers from Indian Institute of Management Kozhikode

Abstract: Past research shows that several situational factors like self-construal and field dependency influences the evaluation of an extension. In this paper, I show that the evaluation of an extension is influenced by how people think in time, a widely explored situational factor. I use findings from the temporal construal theory to show that the evaluation of an extension depends on whether one is in a near or distant temporal mindset. I show that when consumers are in a near temporal mindset, they favorably evaluate an exemplar extension compared to a prototype extension and vice versa when they are in a distant temporal mindset.

Pages: 18 pages
Date: 2021-03
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Persistent link: https://EconPapers.repec.org/RePEc:iik:wpaper:445

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