Within downward extension it can make the brand seem less luxurious, cheap, basic, and inconsistent. In a study,[1] the results revealed when high status brands downward extend their product line, consumers feel a sense of dishonesty and untrustworthy towards the brands image. This is as a result of luxury brands having a stereotype of being exclusive and high quality, and with the addition of a lower quality, cheaper product the consumers perceive this as a breach.