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Context Effects in Diverse-Category Brand Environments: The Influence of Target Product Positioning and Consumers' Processing Mind-Set

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Consumer Market Behavior and Pricing Decision-Making and Behavioral Economics Consumer Behavior in Brand Consumption and Identification

Abstract

We investigate the apparent rarity of contrast effects in diverse-category contextual and target product settings. Three studies show that the direction of context effects depends on (a) whether target product positioning is abstract or concrete, (b) consumers' adoption of an item-specific, similarity-focused relational or dissimilarity-focused relational processing mind-set, and (c) the magnitude of resources allocated to processing. We find that contrast effects emerge when an ambiguous target product is positioned concretely, not abstractly, and consumers employ relational, not item-specific, processing. A framework clarifies how and when each of the aforementioned factors shapes context effects, often in ways never before seen.

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References

1982The need for cognition.1979The role of category accessibility in the interpretation of information about persons: Some determinants and implications.1987Positive Affect, Cognitive Processes, and Social Behavior 1980Category accessibility and social perception: Some implications for the study of person memory and interpersonal judgments.1986Consequences of priming: Judgment and behavior.1992Constructing reality and its alternatives: an inclusion/ exclusion model of assimilation and contrast effects in social judgment 1993A Two-Factor Explanation of Assimilation and Contrast Effects 2006Nonconscious relationship reactance: When significant others prime opposing goals

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