Featured Research

from universities, journals, and other organizations

Matching brands: Why do consumers prefer Tostitos salsa with Tostitos tortilla chips?

Date:
November 14, 2012
Source:
Journal of Consumer Research, Inc.
Summary:
Consumers prefer matching brands for products that are consumed together because they believe products from the same brand have been designed to go together, according to a new study.

Consumers prefer matching brands for products that are consumed together because they believe products from the same brand have been designed to go together, according to a new study in the Journal of Consumer Research.

"How much do brand combinations affect how much consumers enjoy products that are consumed together? It seems that matching brand labels enhance enjoyment by encouraging consumers to believe that the products were tested and designed to go well together," write authors Ryan Rahinel and Joseph P. Redden (both University of Minnesota).

In one study, consumers ate Tostitos brand tortilla chips and Tostitos brand salsa but were told that the chips and salsa were various combinations of fictional brand names ("Festivity" or "Party Time"). Consumers enjoyed the chips and salsa more when told that the two foods were from the same brand.

In another study, consumers again ate Tostitos tortilla chips and salsa but were told that the chips and salsa were various combinations of "Brand A" and "Brand B." Some were told that the brands had conducted joint research and design on the two products, while others were told that the brands had coordinated on matters unrelated to taste (coupons and distribution). The latter group of consumers enjoyed chips and salsa from the same brand more than chips and salsa from different brands. However, both groups enjoyed the chips and salsa more when told that the brands had conducted joint product research and design, regardless of the brands they were told they were consuming.

"There is no universal answer to which brand a consumer likes the most. The brand a consumer prefers for a particular product depends on the brand of other products with which it is being combined. A company that offers products that are consumed together will have an advantage over other rival brands that do not offer both individual products, since consumers will want to have matching brands," the authors conclude.


Story Source:

The above story is based on materials provided by Journal of Consumer Research, Inc.. Note: Materials may be edited for content and length.


Journal Reference:

  1. Ryan Rahinel and Joseph P. Redden. Brands as Product Coordinators: Matching Brands Make Joint Consumption Experiences More Enjoyable. Journal of Consumer Research, April 2013 [link]

Cite This Page:

Journal of Consumer Research, Inc.. "Matching brands: Why do consumers prefer Tostitos salsa with Tostitos tortilla chips?." ScienceDaily. ScienceDaily, 14 November 2012. <www.sciencedaily.com/releases/2012/11/121114113248.htm>.
Journal of Consumer Research, Inc.. (2012, November 14). Matching brands: Why do consumers prefer Tostitos salsa with Tostitos tortilla chips?. ScienceDaily. Retrieved September 1, 2014 from www.sciencedaily.com/releases/2012/11/121114113248.htm
Journal of Consumer Research, Inc.. "Matching brands: Why do consumers prefer Tostitos salsa with Tostitos tortilla chips?." ScienceDaily. www.sciencedaily.com/releases/2012/11/121114113248.htm (accessed September 1, 2014).

Share This




More Science & Society News

Monday, September 1, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

California Passes 'yes-Means-Yes' Campus Sexual Assault Bill

California Passes 'yes-Means-Yes' Campus Sexual Assault Bill

Reuters - US Online Video (Aug. 30, 2014) California lawmakers pass a bill requiring universities to adopt "affirmative consent" language in their definitions of consensual sex, part of a nationwide drive to curb sexual assault on campuses. Linda So reports. Video provided by Reuters
Powered by NewsLook.com
As Drought Continues LA "water Police" Fight Waste

As Drought Continues LA "water Police" Fight Waste

AFP (Aug. 29, 2014) In the midst of a historic drought, Los Angeles is increasing efforts to go after people who waste water. Five water conservation "cops" drive around the city every day educating homeowners about the drought. Duration: 02:17 Video provided by AFP
Powered by NewsLook.com
Who Could Be Burnt by WHO's E-Cigs Move?

Who Could Be Burnt by WHO's E-Cigs Move?

Reuters - Business Video Online (Aug. 28, 2014) The World Health Organisation has called for the regulation of electronic cigarettes as both tobacco and medical products. Ciara Lee looks at the impact of the move on the tobacco industry. Video provided by Reuters
Powered by NewsLook.com
JPMorgan Chase Confirms Possible Cyber Attack

JPMorgan Chase Confirms Possible Cyber Attack

Reuters - US Online Video (Aug. 28, 2014) Attackers stole checking and savings account information and lots of other data from JPMorgan Chase, according to the New York Times. Other banks are believed to be victims as well. Fred Katayama reports. Video provided by Reuters
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