本論文主要是在研究思考模式與框架效果對於品牌延伸的影響。在實驗一中，藉由操弄消費者的思考模式(整體式/分析式)，在不同思考模式下對於不同程度的品牌延伸會有不同的影響，我們發現在分析式的思考模式下中等不一致效果會發生。在實驗二，藉由文字訊息的操弄，其對不同程度的品牌延伸會有顯著的影響。

Recent studies in brand management have shown the effect of incongruent brand extension on consumer’s evaluation of the brand extension as well as their attitudes toward parent brand. This study has investigated the role of information processing mode in brand extension evaluation. People in imagery mode of information processing often use their past experiences and intuition to evaluate product, while people in analytical mode of information processing often use situational cues and product information. In study 1, we manipulated these two information processing modes to investigate how the information processing mode will affect consumers’ brand extension evaluation as well as their attitude towards parent brand. The study also investigated three types of brand extension i.e. congruent brand extension, moderately incongruent brand extension as well as extremely incongruent brand extension. In study 2, we investigated the framing effect (gain vs. loss) on the brand extension evaluation.
Findings of this research suggested that, when consumers are induced with imagery processing mode, they will evaluate congruent brand extension more positively compare to moderately incongruent and extremely incongruent brand extension; while when consumers are induced with analytical processing mode, they will evaluate moderately incongruent brand extension more positively compare to congruent and extremely incongruent brand extension. Other than that, the study also suggested that when consumers come across product information in gain frame, they will evaluate congruent brand extension more positively compare to moderately incongruent and extremely incongruent brand extension; whereas when consumers come across product information in loss frame, they will evaluate moderately incongruent brand extension more positively compare to congruent and extremely incongruent brand extension.

Bolton E. Lisa (2003), “Sticker Prior: The Effects of Nonanalytic Versus Analytic Thinking in New Product Forecasting,” Journal of Marketing Research, 40 (February), 65-79
Boush M. David and Loken Barbara (1991), “A Process-Tracing Study of Brand Extension Evaluation,” Journal of Marketing Research, 28 (February), 16-28
Dhar, Ravi and Itamar Simonson (1992), “The Effects of the Focus of Comparision on Consumer Preferences,” Journal of Marketing Research, 29(November), 430-40
Erdem, Tulin (1998), “An Empirical Analysis of Umbrella Branding,” Journal of Marketing Research, 35(August), 339-51
Hakkyun Kim and Deborah Roedder John (2008), “Consumer response to brand extension: Construal level as a moderator of the importance of perceived fit,” Journal of Consumer Psychology, 19, 116-26
Kardes, Daniel and Amos Tversky (1979), “Prospect Theory: An Analysis of Decision Under risk,” Econometrica, 47(2), 263-91
Keller, Punam Anand and Ann McGill (1994), “Differences in the Relative Influence of Product Attributes Under alternative Processing Condition: Attribute Importance Versus Attribute Ease of Imagability,” Journal of Consumer Psychology, 3(1), 29-49
Keller, Punam Anand, Isaac M. Lipkus and Barbara Rimer (2003), “Affective, Framing and Persuasion,” Journal of Marketing Research, 40 (1), 54-64
Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (January), 1-22
Kim Hakkyun and John Deborah Rodder (2008), “Consumer response to brand extensions: construal level as a moderator of the importance of perceived fit,” Journal of Consumer Psychology, 18,116-26
Lee, A. Y. and Jennifer L. Aaker (2004), “Bringing the Frame Into Focus: The Influence of Regulatory Fit on Processing Fluency and Persuasion,” Journal of Personality and Social Psychology, 86(2), 205-18
Leif E. Hem and Nina M. Iversen (2009), “Effect of different types of perceived similarity and subjective knowledge in evaluations of brand extension,” International Journal of Marketing Research, 51(6)
Loken Barbara and John Deborah Roedder (1993), “Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?”Journal of Marketing, 57 (July), 71-84
MacInnis, Deborah and Linda Price (1987), “The Role of Imagery in Information Processing: Review and Extensions,” Journal of Consumer Research, 13 (March), 473–91.
Maheswaran, Durairaj and John Meyer-Levy (1990), “The influence of Message Framing and Issue Involvement,” Journal of Marketing Research, 27(August), 361-67
Martinez Eva, Teresa Montaner and Jose M. Pina (2008), “Brand extension feedback: The role of advertising,” Journal of Business Research, 62, 305-13
Maoz Eyal and Tybout Alice M. (2002), “The Moderating Role of Involvement and Differentiation in the Evaluation of Brand Extensions,” Journal of Consumer Research, 12 (2), 119-31
McElory, Todd and John J. Seta (2003), “Framing Effects: An Analytic-Holistic Perspective,” Journal of Experimental Social Psychology, 39, 610-17
Meyers-Levy, Joan and Durairaj Maheswaran, (2004), ”Exploring Message Framing Outcomes When Systematic, Heuristic, or Both Types of Processing Occur” Journal of Consumer Psychology, 14(1-2),159-67
Meyers-Levy, J. and Therese, (1994), ”How Does the Congruity of Brand Names Affect Evaluations of Brand Name Extensions?” Journal of Applied Psychology, 79(1),46-53
Milberg, Sandra J., C. Whan, Park and Micheal S. McCarthy (1997), “Managing Negative Feedback Effects Associated With Brand Extensions: The Impact of Alternative Branding Strategies,” Journal of Consumer Psychology, 6(2), 119-40
Mita Sujan (1985), “Consumer Knowledge: Effects on evaluation Strategies Mediating Consumer Judgments,” Journal of Consumer Research, 12(June), 31-46
Nordgren, Loran F. and AP Dijksterhuis (2009), “The Devil Is in the Deliberation: Thinking Too Much Reduces Preference Consistency,” Journal of Consumer Research, 36(Jane), 39-45
Oliver, Richard L., Thomas S. Robertson, and Deborah J. Mitchell (1993), “Imaging and Analyzing in Response to New Product Advertising,” Journal of Advertising, 22 (December), 35–50
Park, C. W., Sandra Milberg, and Robert Lawson (1991), “Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency,” Journal of Consumer Research, 18(September), 185-93
Rothman, Alexander J., Steven C. Martino, Brain T. Bedell, Jerusha B. Detweiler, and Peter Salovey (1999), “The Systematic Influence of Gain- and Loss- Framed Messages on Interest in and Alexander J. Rothmanuse of Different Types of Health Behavior,” Personality and Social Psychology Bulletin, 25 (11),1335-1369
Richard R. Klink and Daniel C. Smith (2001), “Threat to the External Validity of Brand Extension Research,” Journal of Marketing Research, 38 (August), 326-35
Schroyens Walter, Schaeken Walter and Handley Simon (2003), “In search of counter-examples: Deductive rationality in human reasoning,” The Quarterly Journal of Experiment Psychology, 56A(7), 1129-1145
Thompson, D. V. and Rebecca W. Hamilton (2006), “The Effects of Information Processing Mode on Consumers’ responses to Comparative Advertising,” Journal of Consumer Research, 32 (March), 530-39
Volckner Franziska and Scattler Henrik (2006), “Divers of Brand Extension Siccess,” Journal of Marketing, 70 (April), 18-34
Yao Junsang and Jongwon Park (2006), “Effects of Parent-Extension Similarity and Self-Regulatory Focus on Evaluations of Brand Extensions,” Journal of Consumer Psychology, 16(3), 272-82
Yi, Youjae (1990), “Cognitive and Affective Priming Effects of the Context for print Advertisement,” Journal of Advertising, 19 (2), 40-48
Zimmer Mary R. and Bhat Subodh (2004), “The reciprocal effects of extension quality and fit on parent brand attribute,” Journal of Product and Brand Management, 13(1), 37-46