Category similarity and benefit similarity have been identified as two important factors that determine a brand extension’s success. However, which of these two factors has a greater impact on consumers’ evaluations has received little attention. This study posits that the relative advantages are moderated by people’s style of thinking – holistic versus analytic. Specifically, analytic (holistic) thinkers have more favorable evaluations about benefit-similarity (category-similarity) extensions than category-similarity (benefit-similarity) extensions. Results from an experimental design supported this proposed hypotheses.