The Effect of Mental Simulation (Process‐ Versus Outcome‐Focus) on Extension Evaluation:A Bipolarized Fit Perception

The present research investigates perceived fit effects according to the focus that consumers place when evaluating brand extensions. Process‐focus encourages consumers to focus their thoughts on the process of reaching an outcome, thereby affecting extension evaluations on the basis of the process...

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Veröffentlicht in:	Japanese psychological research 2017-07, Vol.59 (3), p.201-208
Hauptverfasser:	Kim, Yeung‐Jo, Song, Sie‐Yeoun
Format:	Artikel
Sprache:	eng
Schlagworte:	brand extension mental simulation outcome‐focus perceived fit process‐focus
Online-Zugang:	Volltext
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