Memory color effect induced by familiarity of brand logos.
Memory color effect induced by familiarity of brand logos.
复制标题
DOI：
10.1371/journal.pone.0068474
复制
发表时间：
2013
期刊：
影响因子：
3.7
通讯作者：
Dan I
中科院分区：
文献类型：
--
作者：
Kimura A;Wada Y;Masuda T;Goto S;Tsuzuki D;Hibino H;Cai D;Dan I
当人们被要求调整熟悉的物体（如水果）的颜色，直到它们看起来无色时，物体的主观灰点会从物理灰点向记忆颜色的相反方向移动（记忆颜色效应）。目前还不清楚物体的记忆颜色和实际颜色之间的差异是否取决于物体的熟悉程度。在这里，我们进行了两个实验，以检查之间的关系，一个被试的熟悉程度的对象和记忆的颜色效果的程度，通过使用食品和饮料公司的标识符。在实验1中，我们测量了记忆颜色的标志，其不同的熟悉程度（高，中，低）的影响。结果表明，记忆颜色效应只在高熟悉度条件下出现，而在中、低熟悉度条件下不出现。此外，记忆色效应与品牌实际国内门店数量呈正相关。实验二采用语义启动任务考察了标识与食品/饮料名称之间的语义关联，以探讨标识的颜色记忆效应是否与消费者的品牌认知有关。结果发现，只有当标识颜色正确时，高熟悉度品牌中标识与食品/饮料名称之间的语义关联才比低熟悉度品牌中的强，但当它们被适当地或不适当地着色或无色时，就不会。目前的结果提供了行为证据的熟悉的对象和记忆颜色效应之间的关系，并建议记忆颜色效应增加与熟悉的对象，虽然不是恒定的。
When people are asked to adjust the color of familiar objects such as fruits until they appear achromatic, the subjective gray points of the objects are shifted away from the physical gray points in a direction opposite to the memory color (memory color effect). It is still unclear whether the discrepancy between memorized and actual colors of objects is dependent on the familiarity of the objects. Here, we conducted two experiments in order to examine the relationship between the degree of a subject’s familiarity with objects and the degree of the memory color effect by using logographs of food and beverage companies. In Experiment 1, we measured the memory color effects of logos which varied in terms of their familiarity (high, middle, or low). Results demonstrate that the memory color effect occurs only in the high-familiarity condition, but not in the middle- and low-familiarity conditions. Furthermore, there is a positive correlation between the memory color effect and the actual number of domestic stores of the brand. In Experiment 2, we assessed the semantic association between logos and food/beverage names by using a semantic priming task to elucidate whether the memory color effect of logos relates to consumer brand cognition, and found that the semantic associations between logos and food/beverage names in the high-familiarity brands were stronger than those in the low-familiarity brands only when the logos were colored correctly, but not when they were appropriately or inappropriately colored, or achromatic. The current results provide behavioral evidence of the relationship between the familiarity of objects and the memory color effect and suggest that the memory color effect increases with the familiarity of objects, albeit not constantly.
登录
查看更多内容
影响因子：
7.2
作者：
Amodio, David M.;Ratner, Kyle G.
通讯作者：
Ratner, Kyle G.
影响因子：
25
作者：
Hansen, Thorsten;Olkkonen, Maria;Gegenfurtner, Karl R.
通讯作者：
Gegenfurtner, Karl R.
影响因子：
3.4
作者：
DAVIDOFF, J;MITCHELL, P
通讯作者：
MITCHELL, P
影响因子：
1.8
作者：
Gleason, TR;Fiske, KE;Chan, RK
通讯作者：
Chan, RK
影响因子：
--
作者：
NEWHALL, SM;BURNHAM, RW;CLARK, JR
通讯作者：
CLARK, JR