Connors et al. (2021): They’re Just Not That into You: How to Leverage Existing Consumer–Brand Relationships Through Social Psychological Distance
17 important questions on Connors et al. (2021): They’re Just Not That into You: How to Leverage Existing Consumer–Brand Relationships Through Social Psychological Distance
What is examined in the paper by Connors et al. (2021)?
What is the advantage of creating a beneficial mindset-congruency effect?
In this study, the first empirical evidence is offered for......(3 aspects)?
- That social psychological distance is common to many major CBR constructs
- That matching distance and construal level in marketing communications results in superior consumer evaluations and behaviors
- That these effects are moderated by variables with strong implications for how marketers can respond more effectively to consumers’ existing brand relationships
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How can the concepts self-brand connection, self-brand overlap, self-brand distance, self-connection and self-concept connection be defined?
How can psychological distance be defined?
What does the Construal Level Theory suggest?
- On the one hand, the greater an object’s psychological distance from a person, the greater the likelihood that it will be conceptualized at a higher level of abstraction
- On the other hand, objects that are psychologically close are represented by more concrete, low-level construals
Matching the psychological distance of an object with an appropriate level of construal or concreteness of brand information results in.....?
What are the 3 effects of high-level abstract language versus low-level concrete language?
- Improves conservation behavior
- Increases effectiveness of charitable appeals and health messaging
- Explains consumer evaluations of brand extensions
How can the concept of processing fluency be defined?
What is examined in Study 1?
effect using a construal manipulation embedded within a brand
communication.
How can search attributes and experience attributes be defined?
- Search attributes: Those qualities of a brand that the consumer can determine by inspection prior to purchase and can be effectively discovered without the consumer interacting with the brand or product
- Experience attributes: Those product attributes that cannot be determined prior to inspection, as they typically require purchase to understand
What was examined in Study 2?
- Study 2 employs a more realistic application of construal level by embedding a construal-based manipulation in an advertisement for a charitable cause
What was examined in Study 3?
provide greater insight into the practical application of our
mindset congruency effect.
- First, we examine search versus experience brands to examine how our congruency effect is impacted by differences in the availability and diagnosticity of brand information.
- Second, we examine how strongly held brand stereotypes (e.g., warmth, competence) can inhibit the processing of new brand information.
According to the Stereotype Content Model of interpersonal interaction, consumer typically maintain two fundamental perceptions or beliefs about brands. Which two are those?
- Brand warmth, which captures the extent to which a brand is perceived as having positive intentions
- Brand competence, indicating whether the brand is perceived to have the ability to carry out these intentions
What was examined in Study 4?
- It adopts a purely concreteness-based manipulation of construal level in order to improve the practical application of our effect
- We build on our exploration of boundary conditions by examining a brand-level moderator, category usage rate, that affects consumers’ motivation to process brand information.
What are the main conclusions of the paper by Connors et al. (2021)?
- Marketing communications are more successful if they employ high-level, abstract language.
- Self–brand distance is a thread weaving through many major CBR measures, including brand attachment, brand love, self– brand connection, brand commitment, brand identification.
- Level of psychological distance associated with a brand relationship can trigger a favorable congruency effect when matched with the appropriate level of construal or concreteness of a marketing message, resulting in enhanced processing fluency, more favorable brand evaluations, higher donations, and more spending
According to the Stereotype Content Model of interpersonal interaction, consumer typically maintain two fundamental perceptions or beliefs about brands. Which two are those?
- Brand warmth, which captures the extent to which a brand is perceived as having positive intentions
- Brand competence, indicating whether the brand is perceived to have the ability to carry out these intentions
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