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1、标题：informationalandmotivationalinfluencesonconsumerevaluationsoflineandbrandextensions原文：theoreticalbackgroundLine/brandextensionsare,bydefinition,productsthatareextendedfromtheparentbrand.Totheextentthatconsumersrecognizearelationshipbetweenanextensionandtheoriginalbrand,theywillmaketheirevalu
2、ationoftheextensioninrelationtothecategorythattheoriginalbrandisclassifiedinto(originalbrandcategory,hereafter).Thus,theirknowledgeandexpectationsabouttheoriginalbrandcategorycanhaveasubstantialinfluenceoncognitiveprocessesunderlyingtheirevaluationsofextensions.Theseprocessesareidentifiedanddes
3、cribedinthesectionsthatfollow.Category-basedversusPiecemealProcessesAsmentionedearlier,previousresearchhasindicatedthatconsumersengageinacategorizationprocesswhenevaluatingline/brandextensions.However,thecategorizationprocessdoesnotseemtobetheonlyprocessunderlyingevaluationsofextensions.Accordi
4、ngtocategorizationliterature(Cohen&Basu,1987;Fiske&Neuberg,1990;Fiske&Pavelchak,1986;Smith&Medin,1981),peopledevelopanumberofcategoriesofobjectsinanefforttoorganizeandunderstandthem.Specifically,withrespecttoaparticularcategory,peopledevelopnotonlytheirknowledgeofcategorymembersbutalsotheirexpe
5、ctationsabouttheattributesofatypicalcategorymember,calledcategoryknowledgeorschema,andaffectivereactiontothecategory,termedcategoryaffect(Fiske&Neuberg,1990;Fiske&Pavelchak,1986;Mandler&Parker,1976).Ithasbeensuggestedthatwhenpeoplemakeanevaluativejudgmentofanobject,theygothrougheitheroneoftwopr
6、ocesses:sometimestheysimplycategorizetheobjectandmaketheirjudgmentonthebasisofthecategoryaffect;othertimestheypiecetogethertheirjudgmentonthebasisoftheirevaluationsoftheindividualattributesoftheobject.Thesetwoprocessesofevaluationhaveformedthebasisoftwoseparatestreamsofresearchinsocialandcognit
7、ivepsychology.Thefirsttypeofprocess,knownasacategory-basedprocess,waspositedbythecategorizationresearchers(Burnstein&Schul,1982,1983;Fazio,1986;Fazio,Powell,&Herr,1983;Lingle&Ostrom,1981),whereasthesecondtype,knownasapiecemealproc
