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Why Garlic Ice Cream? Innovative Line Extensions Can Increase Choice of a Brand’S Pre-Existing Products

Advances in Consumer Research, 2017, Vol.45, p.898 [Peer Reviewed Journal]

Copyright Association for Consumer Research 2017 ;ISSN: 0098-9258

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  • Title:
    Why Garlic Ice Cream? Innovative Line Extensions Can Increase Choice of a Brand’S Pre-Existing Products
  • Author: Stephenson, Brittney ; Cryder, Cynthia ; LeBoeuf, Robyn ; Nowlis, Stephen
  • Subjects: Cannibalism ; Innovations ; Market statistics ; Studies
  • Is Part Of: Advances in Consumer Research, 2017, Vol.45, p.898
  • Description: Brands often introduce line extensions hoping to increase sales. One potential problem is that extensions may cannibalize sales of existing items. We show that innovative extensions lead consumers to purchase higher quantities of existing items by making the brand appear more innovative. Thus, innovative extensions can lead to reverse cannibalization.
  • Publisher: Urbana: Association for Consumer Research
  • Language: English
  • Identifier: ISSN: 0098-9258
  • Source: Alma/SFX Local Collection
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