New research suggests consumers are more willing to switch their preference from a low-status brand (e.g., Kmart camping gear) to an extension of a premium brand that isn’t a natural fit for the product category (e.g., Speedo camping gear) when marketers add a picture of the product in question or allow consumers to compare brands rather than judge each brand separately. Tom Meyvis of the NYU Stern School of Business, Kelly Goldsmith of the Kellogg...