... extension. Experiment 2 tests the hypothesis that the effect of price range on extension evaluation is mediated by perceived risks for upscale extensions but not downscale extensions. The final experiment shows a boundary condition to the product line range effect on upscale extensions. Findings...

...George J. Avlonitis Discusses product line change ‐ the process by which a company alters its product offering ‐ and how it is one of the most important kinds of business activity. Suggests that product modification and product elimination decisions be treated together as two amongst a number...