在消费者普遍感到财务约束的现实背景下，本研究通过3个实验探讨了财务约束感对消费者品牌延伸评价的影响及其作用机制。实验1通过测量财务约束感，初步验证了财务约束感对消费者对远距离延伸品牌的契合度感知及对消费者品牌延伸评价的积极作用；实验2A通过测量中介揭示了该效应的作用机制，即秩序需求与整体思维的连续中介作用；实验2B通过操纵中介的方式再次验证了整体思维的中介作用；实验3探究了品牌延伸策略的边界作用，当采用子品牌延伸策略(相比釆用直接品牌延伸策略)时，财务约束感对消费者品牌延伸评价的积极效应消失。本研究不仅丰富了财务约束感的理论研究，也为企业品牌延伸实践提供了新洞见。

Consumers generally experience financial constraints. This study explored the effect of perceived financial constraints on consumers, brand extension evaluations through three experiments. Experiment 1 initially examined the positive effect of perceived financial constraints on fit perception and consumers’ evaluations of distant brand extensions by measuring perceived financial constraints. Experiment 2A revealed the sequential mediating roles of the need for order and holistic thinking through measuring mediators. Experiment 2B replicated the mediating role of holistic thinking by manipulating the mediator. Experiment 3 found that this effect would be attenuated for sub-brand (vs. direct brand) architecture. This study provided important theoretical and managerial insights into perceived financial constraints and distant brand extensions.