Second, the products that were used as extension stimuli in this study were conventional goods. As mentioned in the discussion section, it is likely that the participants to the experiment did not think that the arts organization possessed the competencies to make such products. Because they may have inferred that an extension that was congruent with the arts organization’s activitiesimplied that the organization would be more involved in the fabrication process, the participants may have preferred that congruent products be easy-to-make products.