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Given that the vast majority of brand extensions fail, it is important to understand how extension failure influences consumer judgments of the parent brand that launched the extension. In the brand extension literature, there is a paucity of research on the role of consumer characteristics in influencing response to such failures. To fill this gap, the present research examines the impact of consumers' implicit theory orientation—their perspective on whether personality traits are malleable versus fixed—on the severity of negative feedback effects following extension failure. Seven studies show that entity theorists, who believe in the fixedness of personality traits, penalize parent brands more than incremental theorists, who endorse trait malleability. This brand penalty effect arises because as compared to incremental theorists, entity theorists are motivated to view brands as a cohesive group and therefore equate extension failure with the diminishment of the overarching parent brand. This effect is more likely when brand cohesiveness is low or ambiguous, but it is less likely when brand cohesiveness is high. Furthermore, while entity theorists are more likely to reduce brand evaluations after extension failure, the two groups do not differ in parent brand evaluations after extension success. [ABSTRACT FROM AUTHOR]

In a retail setting, two field studies and one controlled online experiment show that compared to self‐service checkouts, artificial intelligence (AI)‐enabled checkouts temporarily activate perceived shopping convenience. This leads to more favourable attitudes and higher purchase intent, but only for consumers who have higher levels of self‐efficacy (Studies 1 and 2). Furthermore, we find that this positive effect of AI‐enabled checkouts conditional on consumers' self‐efficacy, is diminished for consumers who show a low level of callousness (Study 3). This study introduces a novel variable to consumer literature, callousness, a subconstruct of psychopathy and features the unexplored tripartite "AI–physical–human" ecosystem, which adds a significant layer to the incipient AI literature and serves as a theeoretical framework for continued inquiries. [ABSTRACT FROM AUTHOR]

Consumers often feel schadenfreude, an emotion reflecting an experience of pleasure over misfortunes of another. Schadenfreude has found wide use in advertising, but its actual consequences for consumers have not been thoroughly documented. The present research investigates the effect of schadenfreude on consumers' satisfaction with choices they have made. Building on the feelings‐as‐information theory, the authors posit that consumers take their positive feelings of schadenfreude over another's unrelated bad purchase as positive information about their own choices, and through such misattribution become more satisfied with their own choices. Three experiments show that feeling schadenfreude over another consumer's bad purchase makes consumers more satisfied with their own choices (Study 1), regardless of whether the other's bad purchase is in the same or in a different product category as one's own choice (Study 2), but only so long as consumers are not aware that they are engaging in misattribution (Study 3). The present research contributes to the literature on schadenfreude and feelings‐as‐information theory. Its findings may be used by marketers aiming to exert an unconscious influence on consumer satisfaction. [ABSTRACT FROM AUTHOR]

Implicit theories are the beliefs that individuals hold regarding the nature of human and nonhuman attributes, as well as more global phenomena. Over the past three decades, social and consumer psychologists have garnered a rich set of findings from investigating the processing and judgmental impact of implicit theories on various facets of people's day‐to‐day lives. This review begins with a brief summary of the history of implicit theory research before explicating its current state in consumer psychology. The review categorizes the current, and rather fragmented, landscape of the consumer psychology of implicit theories into three broad areas: brands, persuasion, and consumption behaviors. We conclude our review by contributing to an expanding dialogue regarding the future of consumer research pertaining to implicit theories. [ABSTRACT FROM AUTHOR]

This study presents a new multilevel inverter (MLI) with reduced devices, for low/medium- and high-voltage applications. The proposed MLI is evolved from existing cross-connected source-based multilevel inverter (CCS-MLI), results in reduced switches, driver circuits, diodes, and DC voltage sources when compared with the classical CHB, CCS-MLI, and other MLIs. Owing to reduced device numbers, the complexity, size, cost, and maintenance of the proposed topology are greatly reduced. The detailed analysis and working of the proposed topology is presented along with its comparison with classical, CCS-MLI, and other MLIs. Different algorithms are presented for selecting appropriate magnitudes of DC voltage sources to generate different voltage levels in the output. The proposed MLI is suitable for grid integration of renewable energy sources. The concept is presented through modelling and simulation in MATLAB/Simulation environment and validated through real-time simulator OPAL-RT (OP-4500). [ABSTRACT FROM AUTHOR]

As multilevel inverters are gaining increasing importance, newer topologies are being proposed to reduce part count for large number of levels in output voltage. A simplified five-level inverter has been recently reported in the literature to reduce component count. The topology comprises of floating input DC sources connected in opposite polarities through power switches. The structure requires lesser active switches as compared with conventional cascaded H-bridge topology with much reduced switching losses. Available literature present generalisation of the topology with symmetrical sources, but no investigations are made for equal load sharing and asymmetrical configurations. This study presents a comprehensive analysis of the aforementioned topology, referred to as cross-connected sources-based multilevel inverter (CCS-MLI). The topology is analysed for both symmetric and asymmetric source configurations. Also, a new algorithm for asymmetric source configuration suitable for CCS-MLI is proposed. A control scheme is also proposed for equal load sharing in five-level topology. Investigations are made for possibility of equal load sharing in higher level structures and fundamental frequency switching of switches bearing higher voltage stresses. Various concepts are verified with simulations and experimental studies. [ABSTRACT FROM AUTHOR]

In this study, a multiple-input non-isolated DC/DC converter topology is presented. The proposed multiple-input DC/ DC converter is proficient for energy diversification from renewable and storage energy sources individually or simultaneously. It can be operated in buck, boost and buck-boost modes of operation with the capability of bidirectional power flow to achieve desired voltage level on either side. The development of small-signal modelling based on state-space averaging has been discussed. In addition, a power management control scheme for the proposed converter has also been presented. The proposed concept has been investigated through simulation using the MATLAB/Simulink environment and validated experimentally on a laboratory prototype using dSPACE 1103 real time digital con [ABSTRACT FROM AUTHOR]

The availability of limited voltage vectors in a conventional direct torque control drive fed from a two-level inverter causes torque and current ripples. In this study, a new torque ripple reduction technique with a modified look up table incorporating a larger number of synthesised non-zero active voltage vectors is proposed to overcome the limitations of the conventional and duty ratio control switching strategies. The voltage vector selection criteria in the proposed technique are based to prevent the stator flux demagnetisation during the low-speed operation with significant reduction in torque and current ripple. The proposed switching strategy is investigated through simulation and experimentally validated on a test drive. [ABSTRACT FROM AUTHOR]

A new topology for multilevel DC-AC conversion is presented in this study. It consists of isolated symmetric input DC sources alternately connected in opposite polarities through power switches. The structure allows synthesis of multilevel waveform using reduced number of power switches as compared to the classical topologies. The working principle of the proposed topology is explained with the help of a single-phase five- level inverter. Simulation studies are carried out in MATLAB/Simulink environment and experimental validations are obtained on a laboratory prototype. An exhaustive comparison of the proposed topology against the classical cascaded H- bridge topology indicates reduction in number of power switches, losses, installation area and converter cost. [ABSTRACT FROM AUTHOR]

Abstract: Three studies document that consumers'' implicit theories about the fixedness/malleability of personality guide brand personality updating in a brand extension context. The first two studies show that extension fit with the parent brand impacts brand personality updating only for incremental (vs. entity theorists). Specifically, for incremental theorists, brand personality is enhanced (vs. diluted) when extension fit is poor (vs. good), and only when brand personality is salient. The third study identifies conditions under which entity theorists focus on brand personality. Interestingly, overall evaluations of the parent brand and extension vary only with extension fit. Implications of our research are discussed. [Copyright &y& Elsevier]

Abstract: While research on innovation and new product development abounds in the literature, studies on firms deleting brands from their portfolio are virtually non-existent. This paper provides a pioneering examination of how brand elimination might influence consumer evaluations of the firm. As compared to a widely-held belief that brand elimination would adversely affect firm image, we propose that in situations where brand elimination can be viewed as the firm''s effort to improve performance, consumers will rate this action favorably, with concomitant outcomes relating to firm evaluation. These ideas are supported in three studies. Study 1 finds that elimination targeting a weak (vs. strong) brand is more likely to be associated with eliminate-to-improve attributions, and consequently, more favorable evaluations. Study 2 shows that explanations provided by the firm (as against explanations generated internally by the consumers) help consumers make positive attributions for elimination targeting a strong brand, but lower evaluations when a weak brand is being eliminated. Study 3 establishes that loyal consumers are more likely to assess the applicability of an ‘eliminate-to-improve’ attribution and give favorable evaluations only when the eliminated brand is weak. Non-loyal consumers in general respond favorably to the elimination, regardless of brand strength. Future directions for brand elimination research are discussed. [Copyright &y& Elsevier]

Recent research in motivated reasoning has examined processing of information that is consistent or inconsistent with one's preferences. This paper extends the work by examining the micro-processes of the processing of such information. In addition, it examines the moderating impact of preference strength and argument quality on processing of and judgments associated with preference-consistent and preference-inconsistent information. Across 2 studies, evidence was obtained suggesting that preference-inconsistent information is processed in greater depth as well as in a more biased manner. Findings are also reported indicating that when preferences are weak, people are less resistant to changing their preferences, particularly when exposed to strong arguments accompanying preference-inconsistent information. Implications for comparative advertising in a consumer marketing context are discussed. [ABSTRACT FROM AUTHOR]