We investigate the effects of actual product experiences with typical brand extensions on attitudes toward low- vs. high-equity brands. By using a three-wave longitudinal design, we assess both the immediate and delayed intra-individual influence of an experience with an extension on evaluations...

Shopper pickiness is an individual difference that is fundamentally associated with how individuals make choices. From lay intuition, we all know someone who is “picky”. Yet to date, research in marketing has neither systematically defined the construct nor provided the means by which to...