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While prevailing marketing practice is to encourage ever-stronger relationships between consumers and brands, such relationships are rare, and many consumers are relationship-averse or content with the status quo. The authors examine how marketers can more effectively manage existing brand relationships by focusing on the psychological distance between consumers and brands in order to match close (distant) brands with concrete (abstract) language in marketing communications. Through such matching, marketers can create a beneficial mindset-congruency effect leading to more favorable evaluations and behavior, even for brands that are relatively distant to consumers. Study 1 demonstrates the basic mindset-congruency effect, and Study 2 shows that it is capable of affecting donation behaviors. Study 3 documents two brand-level factors (search vs. experience goods, brand stereotypes) that moderate this effect in managerially relevant ways. Study 4 shows that activation of the mindset-congruency effect influences consumers to spend more and that these behaviors are moderated by consumer category involvement. The authors conclude with marketing and theoretical implications.

The current research draws from ambivalent sexism theory to examine potential gender differences in the quantity and quality of developmental work experiences. In a sample of managers in the energy industry, men and women reported participating in a similar number of developmental experiences (with comparable levels of support), but men rated these experiences as more challenging and received more negative feedback than did women. Similarly, a sample of female managers in the health care industry reported comparable amounts, but less challenging types, of developmental experiences than their male counterparts'. The results of three complementary experiments suggest that benevolent sexism is negatively related to men's assignment of challenging experiences to female targets but that men and women were equally likely to express interest in challenging experiences. Taken together, these results suggest that stereotype-based beliefs that women should be protected may limit women's exposure to challenging assignments, which in turn may partially explain the underrepresentation of women at the highest levels of organizations. © The Author(s) 2012.

A study was conducted to determine the level of perceived similarity by consumers among college students viewing two products with similar trade dress—the recently litigated Kendall-Jackson “Vintner’s Reserve” and Gallo “Turning Leaf” brands of Chardonnay table wine. Using an Internet-based data collection method, this study found only one significant difference out of several variables in a comparison between groups defined by their wine purchase frequency and wine knowledge. Perceived similarity is substantially apparent; consumers did not identify differences between the two brands based on their various components of trade dress. Based on these findings, the authors suggest that brand loyalty is less likely and switching behavior may become common in a market that includes such competitive behavior.