In five experiments, we explore the effect of brands on warranty valuation and the conditions under which two mechanisms – liking based and availability based – determine the effect. We explore the moderating role of focused deliberation, which accentuates the brand effect under availability mechanism but reduces the effect under subjective value-based mechanism. In Experiment 1, we consider brands that vary in terms of both subjective value and popularity. When a brand is better in both subjective value and popularity, it commands higher warranty WTP. Focused deliberation moderates this effect of brand on warranty valuation. In Experiment 2, we consider brands that vary only in terms of subjective values (but not popularity). While the warranty valuation of the two brands does not differ under no deliberation, deliberation decreases WTP for brands with higher subjective value. In Experiment 3, we consider brands that differ only in terms of popularity (and not subjective value). In this context, deliberation increases warranty WTP for the more popular brand. Experiments 2A and 3A use warranty choice as the dependent variable and conceptually replicate the effects obtained in experiments 2 and 3, respectively.

在五个实验中，我们探讨了品牌对保修评估的影响，以及两种机制（基于喜好和可用性）决定影响的条件。我们探讨了专注商议的调节作用，强调了可用性机制下的品牌效应，但降低了主观价值机制下的影响。在实验 1 中，我们考虑在主观价值和受欢迎程度方面各不相同的品牌。当一个品牌在主观价值和知名度方面都更好时，它要求更高的保修 WTP。专注的审议缓和了品牌对保修估价的影响。在实验 2 中，我们考虑仅在主观价值（而不是受欢迎程度）方面有所不同的品牌。虽然两个品牌的保修估价不经深思熟虑，审议降低了具有较高主观价值的品牌的支付意愿。在实验 3 中，我们考虑仅在受欢迎程度（而不是主观价值）方面有所不同的品牌。在此背景下，考虑为更受欢迎的品牌提高保修 WTP。实验 2A 和 3A 使用保修选择作为因变量，并在概念上分别复制实验 2 和 3 中获得的效果。