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忙碌者的“远”见：消费者主观忙碌感对品牌延伸评价的影响研究*
Busy People's Vision: How Subjective Busyness Enhances Brand Extensions Evaluation
忙碌已成为消费者的生活常态且企业常常在延伸产品宣传广告中运用忙碌符号。通过3个预实验和5个主实验，探讨了主观忙碌感对品牌延伸评价的影响作用及其内在机制。实验结果发现，高（vs. 低）主观忙碌感会提高消费者对远距离品牌延伸的评价，对近距离品牌延伸评价没有显著影响。认知灵活性在其中发挥中介作用。具体而言，主观忙碌感通过增强认知灵活性进而提升个体对远距离品牌延伸的评价。此外，忙碌归因在上述效应中起调节作用。具体而言，当个体对忙碌进行积极归因时，高主观忙碌感通过增强个体的认知灵活性进而提升其对远距离品牌延伸的评价；而当个体对忙碌进行消极归因时，该效应会被削弱甚至消失。
Although technological advances have substantially improved productivity, individuals report feeling busier than ever. Subjective busyness, the perception that most of one’s time is occupied by work-related tasks, has become a prevalent psychological state in contemporary society, profoundly shaping work habits and lifestyle choices. Many brands recognize consumers' busy mindset and incorporate “busyness” cues into advertisements to build emotional connections, foster resonance, and drive sales of new products. Brand extension, a strategy in which a company leverages an established brand to launch a new product, depends heavily on consumer perception. A key factor in this evaluation is the fit (or similarity), between the parent brand and the extension across functional, image-based, and value-related dimensions. A high fit (a close brand extension) facilitates the transfer of positive brand associations to the new products, increasing its likelihood of success. In contrast, a low fit (distant brand) presents significant differences between the brand and the product, making it difficult for consumers to transfer existing brand associations to the new product. This often triggers cognitive and psychological resistance, leading to lower evaluations. Notably, brands frequently employ busyness-themed appeals when promoting distant extensions. For example, DuPont, a leading industrial technology brand, expanded its high-performance engineering material Tyvek® into lightweight fashion backpacks and apparel, emphasizing “lightweight, efficient, and easy to travel with” to attract time-pressed urban commuters. Similarly, McDonald's has branched into fashion accessories, promoting its brand through ads that highlight “fast-paced” and “on-the-go” lifestyles, symbolically representing the busy urbanite. However, whether and how consumers' own sense of subjective busyness influences their evaluation of brand extension, particularly for distant extensions, remains underexplored. The related hypotheses were examined across three preliminary studies and five main experiments. Study 1a employed a 2 (subjective busyness: high vs. low) × 2 (extension distance: distant vs. close) between-subjects design to examine the effect of high (vs. low) subjective busyness on the evaluation of both distant and close brand extensions (i.e., Hypothesis 1). Study 1b replicated this effect using different busyness manipulations and product categories. Study 2a adopted a 2 (subjective busyness: high vs. low) × 2 (extension distance: distant vs. close) between-subjects experimental design using real brands, to verify the mediation of cognitive flexibility in the relationship between subjective busyness and brand extension evaluation (Hypothesis 2). To enhance the ecological validity of the findings, Study 2b employed a single-factor (subjective busyness: high vs. low) between-subjects design using a fictitious brand to further examine the mediating role of cognitive flexibility (Hypothesis 2) and to rule out other plausible alternative explanations. Study 3 employed a 2 (subjective busyness: high vs. low) × 2 (busyness attribution: positive vs. negative) between-subjects design to test the moderating effect of busyness attribution (i.e., Hypotheses 3a and 3b).
The findings indicate that (1) Subjective busyness influences individuals’ evaluation of brand extensions. Compared to individuals with low subjective busyness, those with high subjective busyness exhibit more favorable evaluations of distant brand extensions. In the context of close brand extensions, however, no significant difference in evaluation is observed between high- and low-subjective-busyness individuals. (2) Cognitive flexibility mediates this relationship. Specifically, a high level of subjective busyness enhances an individual’s cognitive flexibility, which in turn improves the evaluation of distant brand extensions. (3) Busyness attribution moderates the effect. When individuals attribute their busyness positively, subjective busyness boosts cognitive flexibility, thereby leading to higher evaluations of distant brand extensions. In contrast, when busyness is attributed negatively, the aforementioned effect weakens or even disappears. This research extends the brand-extension literature by introducing subjective busyness as a novel antecedent, clarifying its underlying mechanism, and identifying an important boundary condition. It also offers practical guidance for marketers in designing communication strategies for distant brand extensions.
subjective busyness / brand extension / cognitive flexibility / busyness attribution
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