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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

18 out of 120

The Effects of a Different Category Context on Target Brand Evaluations

Myungwoo Nam, Brian Sternthal
DOI: http://dx.doi.org/10.1086/592128 668-679 First published online: 1 December 2008


Four studies support the conclusion that the evaluation of a target brand is influenced by its presentation in the context of advertising for brands from a different category. The specific effect of context depends on the decision maker's expertise in the target category and the accessibility of contextual information. In a base condition, experts exhibited an assimilation effect and novices a comparison contrast. Increasing the accessibility of the contextual information prompted a correction contrast effect among experts and an assimilation effect among novices. A reduction in the resources available for processing the highly accessible contextual information resulted in experts engaging in assimilation and in novices exhibiting a comparison contrast. These findings are explained in terms of an interpretation and a comparison judgment process.

  • Assimilation/Contrast
  • Cognitive Processes
  • Experimental Design and Analysis (ANOVA)
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