外文翻译--消费者评价品牌延伸的信息和动机影响(编辑修改稿)

外文翻译--消费者评价品牌延伸的信息和动机影响(编辑修改稿)内容摘要：

rformance levels of these attributes. The consumers are now in a position to test the hypothesis that this brand really belongs to that category, by considering descriptive implications of the rest of the information. To the extent that the attribute information is a good fit with the current category, regardless of the motivation level, the affect associated with the category label will be automatically activated and used as a basis for the overall judgment (Fiske amp。 Pavelchak, 1986。 Fiske amp。 480 Neuberg, 1990。 Srull amp。 Wyer, 1989). From a cognitive economy perspective, it is believed that this kind of categorybased process is much more efficient than any other types of processes (Fiske amp。 Neuberg, 1990。 Fiske amp。 Taylor, 1984). That is, even if consumers are highly motivated to process brand information, unless they find anything different about the brand, they would not feel the need to reelaborate on the attribute information. Thus, the attribute information, in this case, is only used to check its consistency with the category schema, not to make the final evaluation. Instead, the category affect is used. To put it differently, the overall evaluation will be assimilated to the category affect (Aaker amp。 Keller, 1990。 Boush amp。 Loken, 1991。 Fiske, Neuberg, Beattie, amp。 Milberg, 1987。 Pavelchak, 1989。 Sujan amp。 Bettman, 1989。 University of Minnesota Consumer Behavior Seminar, 1987). Since an original brand is the one with attributes that are consistent with consumers39。 current perceptions of the brand, it is hypothesized that: HI: Regardless of the motivation level, when evaluating an original brand, consumers will engage in a categorybased (or an assimilation) process. Evaluations of Line Extensions A line extension strategy modifies some features of attributes of an original brand. Thus, from a consumer39。 s perspective, a line extension creates a moderate degree of discrepancy between the attribute descriptions and the category expectations. In this situation, consumers will react to the brand differently depending on their level of motivation to process the brand information. Under a Low Motivation Condition. Under a low motivation condition, even if one finds the brand information inconsistent with the current category schema, one would not bother either trying to form a betterfitting category or going through the brand information in an attribute byattribute manner. The judgment will simply be made on the basis of the category that happens to be activated in the categorization stage. This category will serve as a substitute for a perfectfitting category. In this situation, the final evaluation will be assimilated or contrasted, depending on the magnitude of the inconsistency between the brand information and the current category schema (Herr, 1986, 1989。 Herr, Sherman, amp。 Fazio, 1983。 Sujan amp。 Bettman, 1989, Wilson et al., 1989). When the inconsistency is perceived to be only moderate, and thus tolerable, the inconsistent pieces of information will be ignored or discounted, resulting in the overall evaluation being assimilated to the present category affect, a process similar to the one in case of the evaluation of the original brand (see Hypothesis 3a for the prediction for extreme inconsistency situations). Thus, it is expected that: H2a: when evaluating a line extension, unless consumers are highly motivated to process the brand information, they will use a categorybased (or an assimilation) process. Under a High Motivation Condition. It has been suggested that the motivational factor has a substantial impact on information processing. For instance, in the context of social cognition, Borgida and HowardPitney (1983) found that highly motivated perceivers engaged in systematic (or piecemeal) processing of stimulus information, whereas low motivated perceivers used top of the head processing. Likewise, in the consumer domain, Celsi and Olson (1988) demonstrated that highly motivated consumers exerted more cognitive effort than low motivated consumers in processing product information. Although characteristics of information (specifically, the degree of information consistency) was not manipulated in either one of the studies mentioned above, it is speculated that the higher consumers39。 motivation level gets, the more sensitive and attentive consumers bee to even a small degree of inconsistency of brand information with expectations. Thus, it is proposed that: H2b: When evaluating。