If all their products seem the same, all the parts within a product seem the same too: How brand homogeneity polarizes product experiences

•Mere membership in a homogeneous group polarizes judgments of individuals.•If a group seems homogeneous, the parts making up a group member seem homogeneous too.•Products from more homogenous brands elicit more extreme experience-based judgments.•Five antecedents to brand homogeneity perceptions are identified.