品牌延伸評價之偏誤修正: 正確評量動機與偏誤知識所扮演之干擾角色

The predominated findings of extant research in brand extension generally hold that the assessments of an extension are likely to be positively affected by one’s prior attitude toward its core brand. The current study, however, suggests that when consumers make judgmental recalibration to partial out the undue influence of core brand, positive core brand is likely to negatively influence the assessments of its extension. The current research is therefore aimed at examining how consumers correct the potential bias in their product judgments concerning the issue of brand extension. It is proposed that when consumers possess the bias knowledge for evaluating an extension brand and also are motivated to hold accurate judgments, they tend to correct the judgmental bias in a direction opposite to the perceived biasing direction. Thus, if consumers with high accuracy motivation are made aware that the positive core brand image may bias judgments of the extension brand in a positive direction, they will make their judgments of the extension brand less favorable. On the other hand, when consumers lack bias knowledge and/or accuracy motivation, it is predicted that correction processes will not be invoked. The experimental design will be used to examine the proposed hypotheses. Theoretical contribution and managerial implications will be discussed in the end.