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Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking

Alokparna Basu Monga · Deborah Roedder John

399 citations0/0 files storedJournal of Consumer Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Cultural Differences and Values

Abstract

Abstract Consumers evaluate brand extensions by judging how well they fit with the parent brand. We examine this process across cultures. We predict that consumers from Eastern cultures, characterized by holistic thinking, perceive higher brand extension fit and evaluate brand extensions more favorably than do Western consumers, characterized by analytic thinking. Study 1 supports the existence of these cultural differences, with study 2 providing support for styles of thinking (analytic vs. holistic) as the drivers of cultural differences in brand extension evaluations.

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References

1991Culture and the Self: Implications for Cognition, Emotion, and Motivation 2001Culture and systems of thought: Holistic versus analytic cognition.2000Multicultural minds: A dynamic constructivist approach to culture and cognition.2001Attending holistically versus analytically: Comparing the context sensitivity of Japanese and Americans.2001“I” Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion 1984Culture and the development of everyday social explanation.1999“I” Value Freedom, but “We” Value Relationships: Self-Construal Priming Mirrors Cultural Differences in Judgment 1999Causal attribution across cultures: Variation and universality.

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