Consumers' beliefs resulting from conceptual combinations: Conjunctive inferences about brand extensions

The nature of consumers' inferences about conceptual combinations is examined in this article. Specifically, brand extensions are posited as representing the unique combination of two knowledge categories or concepts—the brand and the new product class—and inferences about the combination as representing conjunctive inferences that consumers form on line to comprehend the combination. Predictions of what consumers might infer about brand extensions and of the possible sources of these inferences were tested in a concurrent verbalization study that utilized an idiographic coding scheme. The study results indicate that consumers frequently and spontaneously formed inferences when evaluating brand extensions. Both the presence of attributes and the valences of attributes were inferred. Consumers appeared to construct these inferences on line rather than retrieving them from brand, product-class, subcategory, superordinate category, or exemplar knowledge. As such, inferences about conceptual combinations appear to be distinct from those previously found in the consumer inference literature. © 1996 John Wiley & Sons, Inc.