The influence of negative emotion on brand extension as reflected by the change of N2: A preliminary study
The influence of negative emotion on brand extension as reflected by the change of N2: A preliminary study
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N2变化反映的负面情绪对品牌延伸的影响：初步研究
DOI：
10.1016/j.neulet.2010.09.020
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发表时间：
2010-11-26
影响因子：
2.5
通讯作者：
Wang, Lei
中科院分区：
文献类型：
--
作者：
Ma, Qingguo;Wang, Kai;Wang, Lei
本研究的目的是寻找诱发负面情绪对品牌延伸影响的神经特征。面对由负面情绪图片(刺激1)、饮料品牌名称(刺激2)和产品名称(刺激3)组成的三组顺序刺激，20名受试者被要求指出将刺激2中的品牌扩展到刺激3中的产品类别的适宜性。根据刺激3中的情绪(中性和负面)和刺激3中的延伸产品类别，刺激三元组被分为六个条件：饮料、服装和家用电器。对于受试者的头皮上的每种情况，都记录了反映冲突的负面成分n2。在适度扩展类型(扩展到服装产品)中，诱导的负面情绪引起的N2值显著大于诱导中性情绪，而在其他两种扩展类型中均未观察到显著差异。研究结果表明，诱导的负面情绪对适度品牌延伸有特定的负面影响，而N_2的波幅可以作为反映这种影响的参考指标。(C)2010爱思唯尔爱尔兰有限公司。保留所有权利。
The aim of the present study is to find the neural features of the impact of induced negative emotion on brand extension. Facing three sequential stimuli in triples consisted of negative emotion pictures (stimulus 1), beverage brand names (stimulus 2), and product names (stimulus 3) in other categories, 20 participants were asked to indicate the suitability of extending the brand in stimulus 2 to the product category in stimulus 3. The stimulus triples were divided into six conditions depending on the emotion (neutral and negative) and the extension product category in stimulus 3: beverage, clothing, and the household appliance. A negative component reflecting conflict, N2, was recorded for each condition on the subjects' scalp. The induced negative emotion elicited significantly larger amplitude of N2 than did the induced neutral emotion in the moderate extension type (extending to the clothing product), whereas no significant difference was observed in any of the other two extension types. The findings indicate that the induced negative emotion has a specific negative impact on moderate brand extension, and the amplitude of N2 can be viewed as a reference measure reflecting such effect. (C) 2010 Elsevier Ireland Ltd. All rights reserved.