Featured Research

from universities, journals, and other organizations

Culturally symbolic products: Would you buy a Sony cappuccino maker?

Date:
September 14, 2011
Source:
University of Chicago Press Journals
Summary:
Certain brands bring to mind particular cultures, and consumers react more positively to brand extensions when products match expectations about cultures, according to a new study. That's why a Budweiser barbecue sauce might be a more successful product than a Sony cappuccino maker.

Certain brands bring to mind particular cultures, and consumers react more positively to brand extensions when products match expectations about cultures, according to a new study in the Journal of Consumer Research. That's why a Budweiser barbecue sauce might be a more successful product than a Sony cappuccino maker.

"Many well-known brands become symbols or icons of the cultures or countries with which they are associated," write authors Carlos J. Torelli and Rohini Ahluwalia (both University of Minnesota). Examples of culturally symbolic brands include Budweiser (American), Sony (Japanese), or Corona (Mexican). The authors look at what happens when a culturally symbolic brand extends its product line by creating new products.

The authors focus on a part of consumer deliberation that is based on cultural congruity -- the extent to which a brand and its product automatically bring to mind knowledge about a culture. "This process operates independently of consumers' perceptions of fit between the brand associations and the product attributes, or their inferences about the brand's manufacturing expertise due to its country-of-origin associations, and can influence extension evaluations independently of these factors," the authors explain.

In short, when a brand associated with a culture fits into personal understanding of the culture (cultural schema), consumers have an easier time processing and therefore accepting a new product.

The authors found that participants had positive feelings for culturally congruent extensions (like a Sony electric car), while they had less positive feelings about a Sony toaster oven; they found the idea of a Sony cappuccino-macchiato maker even less appealing. The authors say the effects emerged only when both the brand and the product were culturally symbolic.

"A brand's cultural symbolism can be a liability or an asset, and to harness it profitably, a manager needs to understand the cultural symbolism of the potential extension categories under consideration," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Carlos J. Torelli, Rohini Ahluwalia. Extending Culturally Symbolic Brands: A Blessing or a Curse? Journal of Consumer Research, 2011;

Cite This Page:

University of Chicago Press Journals. "Culturally symbolic products: Would you buy a Sony cappuccino maker?." ScienceDaily. ScienceDaily, 14 September 2011. <www.sciencedaily.com/releases/2011/09/110914154404.htm>.
University of Chicago Press Journals. (2011, September 14). Culturally symbolic products: Would you buy a Sony cappuccino maker?. ScienceDaily. Retrieved April 16, 2014 from www.sciencedaily.com/releases/2011/09/110914154404.htm
University of Chicago Press Journals. "Culturally symbolic products: Would you buy a Sony cappuccino maker?." ScienceDaily. www.sciencedaily.com/releases/2011/09/110914154404.htm (accessed April 16, 2014).

Share This



More Mind & Brain News

Wednesday, April 16, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Cognitive Function: Is It All Downhill From Age 24?

Cognitive Function: Is It All Downhill From Age 24?

Newsy (Apr. 15, 2014) A new study out of Canada says cognitive motor performance begins deteriorating around age 24. Video provided by Newsy
Powered by NewsLook.com
App Fights Jet Lag With The Power Of Math

App Fights Jet Lag With The Power Of Math

Newsy (Apr. 13, 2014) Researchers at the University of Michigan have designed an app to fight jet lag by adjusting your body's light intake. Video provided by Newsy
Powered by NewsLook.com
Treatment Gaps Endangering Cops, Mentally Ill

Treatment Gaps Endangering Cops, Mentally Ill

AP (Apr. 10, 2014) As states slash funding for mental health services, police officers are interacting more than ever with people suffering from schizophrenia and other serious disorders of the mind. The consequences can be deadly. (April 10) Video provided by AP
Powered by NewsLook.com
Teen Drinking Rates Linked To Alcohol Mentions In Pop Music

Teen Drinking Rates Linked To Alcohol Mentions In Pop Music

Newsy (Apr. 9, 2014) A University of Pittsburgh study found pop music that mentions alcohol is linked to higher drinking rates among teens. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins