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首页> 外文期刊>International Journal of Research in Marketing >Cultural influences on brand extension judgments: Opposing effects of thinking style and regulatory focus
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Cultural influences on brand extension judgments: Opposing effects of thinking style and regulatory focus

机译：关于品牌推广判断的文化影响：思维风格与监管重点的反对作用

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摘要

Asians are more likely than Westerners to have both a relational (vs. analytic) thinking style and a prevention (vs. promotion) focus. These two chronic dispositions can have opposite effects on their evaluations of brand extensions, the relative magnitude of which depends on whether the extensions are construed at a concrete or abstract level. Results of three experiments demonstrate that when an extension is psychologically close and construed at a concrete level, Asians' disposition to engage in relational thinking leads them to perceive the extension to be relatively more similar to the parent, leading them to evaluate the extension more favorably than do Westerners. On the other hand, when the extension is psychologically distant and construed at an abstract level and thus Asians are unlikely to engage in relational processing, their prevention focus leads them to perceive the extension to be riskier and evaluate it less favorably than do Westerners. (C) 2018 Elsevier B.V. All rights reserved.
机译：亚洲人比西方人更有可能拥有关系（与分析）思维风格和预防（与促销）的重点。这两种慢性分化对其品牌延伸的评估具有相反的影响，其相对幅度取决于延伸是否被混凝土或抽象水平被解释。三个实验的结果表明，当延期在心理上关闭和解释在一个具体水平时，亚洲人的倾向从事关系思维的倾向导致他们认为扩展与父母相对更相似，导致他们更有利地评估延伸而不是西方人。另一方面，当扩展是心理遥远的并且在抽象水平上解释，因此亚洲人不太可能参与关系处理，他们的预防焦点会让他们感知到延伸的风险，而不是西方的延伸。 （c）2018年elestvier b.v.保留所有权利。

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