Department of Business Administration2024-11-0920120022-243710.1509/jmr.09.05152-s2.0-84865465947https://hdl.handle.net/20.500.14288/834Prior research has identified several factors that influence brand extension evaluations. Extending this research, the authors suggest that external, situational factors can have an important influence on brand extension evaluations. This research focuses on mating mind-sets (i.e., thinking about a mate), which consumers commonly experience. Specifically, the authors propose that mating mind-sets triggered by the external situation can influence brand extension evaluations, particularly for men. Mating mind-sets induce male consumers (but not female consumers) to engage in relational processing, increasing fit perceptions and evaluations for moderately dissimilar brand extensions. These differences are more likely to emerge when a short-term mating mind-set is primed (vs. a long-term mating mind-set). Furthermore, using prestige brands (vs. functional brands) reduces the gap between men and women. In addition, subbrand architecture (vs. direct brand architecture) boosts the evaluations of female consumers but decreases those of male consumers. The authors find that the effects of mating mind-sets on brand extension evaluation are driven by male consumers' need to express creativity.pdfBusinessJournal Article1547-7193https://doi.org/10.1509/jmr.09.0515306717200010Q2NOIR00563