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The influence of brand-product congruence on consumer evaluations : the role of processing fluency and product type

Ludwig, K. (2009) The influence of brand-product congruence on consumer evaluations : the role of processing fluency and product type.

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Abstract:In order to investigate the influences of consumer responses recent research has focused on congruence among different factors across and within the marketing mix. According to this notion a product which incorporates, for instance, a typeface that is congruent with its shape is preferred over a product with incongruent elements. The results have shown that congruence plays a significant role in enhancing consumer evaluations. Furthermore, positive effects of congruence have been attributed to processing fluency. High processing fluency has been found to be hedonically marked and the experienced pleasant feeling is misattributed to the stimulus at hand. In this regard, processing fluency mediates the influence of congruence on consumer evaluations. However, products differ from each other and can be distinguished based on their type. Utilitarian products are mainly purchased for functional reasons and to solve a problem. In contrast, hedonic products serve experiential purposes and are purchased for their entertainment value. Based on this, it can be expected that high processing, thus quick and easy identification, is more important to utilitarian products than hedonic products. An experimental study addressing congruence among a brand and a corresponding product was conducted to validate the proposed hypotheses
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/59610
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