Browsing by Author "Goodstein, Ronald C."

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    Compromising the compromise effect: Brands matter
    (2007) Sinn, Francisca; Milberg, Sandra J.; Epstein, Leonardo D.; Goodstein, Ronald C.
    Consumer behavior research has a long history indicating that preferences are influenced by the relative positions of members of a choice set. The realism of this work, however, is somewhat limited because alternatives are typically labeled with letters rather than with real brand names. We investigate the boundaries of prior research by testing whether preferences for alternatives in compromise and superior positions generalize to a more realistic market scenario that includes choices between real brands. In particular, we conduct two studies that examine if preferences for brands in a choice set are moderated by the inclusion of more or less familiar brand names. We find that consumers prefer extreme brands when compromise brands are relatively less familiar and compromise brands when they are relatively more familiar. In this scenario brand familiarity and not the position of the alternatives determine choice. In situations where a choice alternative is superior, we find no moderation due to brand familiarity.
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    Parent brand susceptibility to negative feedback effects from brand extensions: A meta-analysis of experimental consumer findings
    (2023) Milberg, Sandra J.; Cuneo, Andres; Silva, Monica; Goodstein, Ronald C.
    Given the prevalence of brand extensions in the market, it is important to consider extensions' potentially harmful effects on the parent brand, that is, negative feedback effects. This paper integrates experimental research on negative feedback effects using a meta-analytic framework. The results support previous findings for extension evaluations, parent brand breadth, parent brand image fit, and consumer task motivation on the occurrence of negative feedback effects. However, four moderator variables found in earlier work are not significant: accessibility of extension information, parent brand awareness, branding strategy, and participant type. Mixed findings related to extension fit, valence of extension information, and parent brand quality are clarified, indicating that extension fit and valence of information appear to drive negative feedback while parent brand quality does not. Four methodological factors have significant effects: within-subject-dependent variable designs, parent brand product class, type of brand, and whether the extension was evaluated, suggesting that the effects may be, in part, an artifact of background factors. The results provide insights into when brands seem vulnerable to negative feedback effects, while simultaneously identifying common market scenarios under which brands appear less susceptible. Finally, a post hoc model points to involvement and level of processing as two key constructs that may underlie the effects of moderators.