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1、标题：informationalandmotivationalinfluencesonconsumerevaluationsoflineandbrandextensions原文：theoreticalbackgroundLine/brandextensionsare,bydefinition,productsthatareextendedfromtheparentbrand.Totheextentthatconsumersrecognizearelationshipbetweenanextensionandtheoriginalbrand,theywillmaket
2、heirevaluationoftheextensioninrelationtothecategorythattheoriginalbrandisclassifiedinto(originalbrandcategory,hereafter).Thus,theirknowledgeandexpectationsabouttheoriginalbrandcategorycanhaveasubstantialinfluenceoncognitiveprocessesunderlyingtheirevaluationsofextensions.Theseprocessesa
3、reidentifiedanddescribedinthesectionsthatfollow.Category-basedversusPiecemealProcessesAsmentionedearlier,previousresearchhasindicatedthatconsumersengageinacategorizationprocesswhenevaluatingline/brandextensions.However,thecategorizationprocessdoesnotseemtobetheonlyprocessunderlyingeval
4、uationsofextensions.Accordingtocategorizationliterature(Cohen&Basu,1987;Fiske&Neuberg,1990;Fiske&Pavelchak,1986;Smith&Medin,1981),peopledevelopanumberofcategoriesofobjectsinanefforttoorganizeandunderstandthem.Specifically,withrespecttoaparticularcategory,peopledevelopnotonlytheirknowle
5、dgeofcategorymembersbutalsotheirexpectationsabouttheattributesofatypicalcategorymember,calledcategoryknowledgeorschema,andaffectivereactiontothecategory,termedcategoryaffect(Fiske&Neuberg,1990;Fiske&Pavelchak,1986;Mandler&Parker,1976).Ithasbeensuggestedthatwhenpeoplemakeanevaluativejud
6、gmentofanobject,theygothrougheitheroneoftwoprocesses:sometimestheysimplycategorizetheobjectandmaketheirjudgmentonthebasisofthecategoryaffect;othertimestheypiecetogethertheirjudgmentonthebasisoftheirevaluationsoftheindividualattributesoftheobject.Thesetwoprocessesofevaluationhaveformedt
7、hebasisoftwoseparatestreamsofresearchinsocialandcognitivepsychology.Thefirsttypeofprocess,knownasacategory-basedprocess,waspositedbythecategorizationresearchers(Burnstein&Schul,1982,1983;Fazio,1986;Fazio,Powell,&Herr,1983;Lingle&Ostrom,1981),whereasthesecondtype,knownasapiecemealproc
