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1、中文3950字标题：informationalandmotivationalinfluencesonconsumerevaluationsoflineandbrandextensions原文：theoreticalbackgroundLine/brandextensionsare,bydefinition,productsthatareextendedfromtheparentbrand.Totheextentthatconsumersrecognizearelationshipbetweenanextensio
2、nandtheoriginalbrand,theywillmaketheirevaluationoftheextensioninrelationtothecategorythattheoriginalbrandisclassifiedinto(originalbrandcategory,hereafter).Thus,theirknowledgeandexpectationsabouttheoriginalbrandcategorycanhaveasubstantialinfluenceoncognitivepr
3、ocessesunderlyingtheirevaluationsofextensions.Theseprocessesareidentifiedanddescribedinthesectionsthatfollow.Category-basedversusPiecemealProcessesAsmentionedearlier,previousresearchhasindicatedthatconsumersengageinacategorizationprocesswhenevaluatingline/bra
4、ndextensions.However,thecategorizationprocessdoesnotseemtobetheonlyprocessunderlyingevaluationsofextensions.Accordingtocategorizationliterature(Cohen&Basu,1987;Fiske&Neuberg,1990;Fiske&Pavelchak,1986;Smith&Medin,1981),peopledevelopanumberofcategoriesofobjects
5、inanefforttoorganizeandunderstandthem.Specifically,withrespecttoaparticularcategory,peopledevelopnotonlytheirknowledgeofcategorymembersbutalsotheirexpectationsabouttheattributesofatypicalcategorymember,calledcategoryknowledgeorschema,andaffectivereactiontothe
6、category,termedcategoryaffect(Fiske&Neuberg,1990;Fiske&Pavelchak,1986;Mandler&Parker,1976).Ithasbeensuggestedthatwhenpeoplemakeanevaluativejudgmentofanobject,theygothrougheitheroneoftwoprocesses:sometimestheysimplycategorizetheobjectandmaketheirjudgmentontheb
7、asisofthecategoryaffect;othertimestheypiecetogethertheirjudgmentonthebasisoftheirevaluationsoftheindividualattributesoftheobject.Thesetwoprocessesofevaluationhaveformedthebasisoftwoseparatestreamsofresearchinsocialandcognitivepsychology.Thefirsttypeofprocess,
8、knownasacategory-basedprocess,waspositedbythecategorizationresearchers(Burnstein&Schul,1982,1983;Fazio,1986;Fazio,Powell,&Herr,1983;Lingle&Ostrom,1981),whereasthesecondtype,knownasapiecem
