EUGENE, Ore. -- April 25, 2016 -- Open the box of that new smartphone. Oops, it feels differently from expectations based on what you'd seen. Embrace it or be disappointed? Your reaction is likely tied to your perception of the brand, says Aparna Sundar of the University of Oregon.
A brand viewed as exciting has wiggle room to introduce innovations that don't match consumers' expectations, said Sundar, a professor of marketing in the Lundquist College of Business. Not so for a brand seen as sincere, she said.