When distraction may be a good thing: the role of distraction in low-fit brand extension evaluations

Abstract

This study examines the effect of distraction after being exposed to information onlow‐fit brand extension evaluation. We show that when consumers are distracted(vs. engaging in deliberate thinking) after encoding extension information theyevaluate low‐fit brand extensions more favorably. Findings suggest that distractioncan help establish connections of remotely associated information between a parentbrand and a low‐fit extension. We also find that the effect of distraction is contingenton the individual characteristic of consumers' agency–communion orientation. Thecore effect holds strongly for consumers high in communion orientation, but not forthose with an agency orientation. Finally, we examine how marketing communicationstrategies (i.e., manipulating product message construal level) interact with distrac-tion to influence consumer perceptions of low‐fit brand extensions. Theoretical andpractical implications of these findings are discussed.