Role of Relationship Norms in Processing Brand Information
Pankaj Aggarwal, Sharmistha Law
Journal of Consumer Research · 2005 · Volume 32 · Issue 3
Abstract
In the present research, we propose relationship norms as a moderator of the specific information-processing strategy adopted by consumers when evaluating a brand. Two types of relationships are examined: communal relationships, in which concern for a partner's need is paramount, and exchange relationships, in which a matched benefit is expected back from the partner. Across three studies, we test the hypothesis that norms of a communal relationship lead to brand attributes being evaluated at a higher level of abstraction relative to those of an exchange relationship. Dependent variables ranging from product evaluations, memory measures, and feature listings provide converging evidence to support the overall hypothesis.
Keywords
Cognitive Processes, Consumer Socialization, Information Search/Acquisition, Motivation/Desires/Goals, Situation/Context Issues
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