Evaluations of moderately typical products: The role of within- versus cross-manufacturer comparisons

Two studies examined how the valence of a core brand category and the typicality of a new product combine to influence product evaluations. The results show that when the product is moderately typical of the core brand category, the accessibility, relevance, and distinctness of the manufacturer's core brand prompt participants to use the manufacturer's product line as a standard of comparison. Thus, they evaluate an extension product less favorably if it is moderately typical of a favorable core brand than if it is moderately typical of an unfavorable one. When the product description contains additional information about the extension, however, this difference is reversed among consumers who are knowledgeable about the general product category. These consumers use the general product category as a standard of comparison rather the core brand per se.