N400 as an index of uncontrolled categorization processing in brand extension
N400 as an index of uncontrolled categorization processing in brand extension
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N400作为品牌延伸中不受控制的分类处理的指标
DOI：
10.1016/j.neulet.2012.07.043
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发表时间：
2012-09
影响因子：
2.5
通讯作者：
Wang, Cuicui
中科院分区：
文献类型：
--
作者：
Wang, Xiaoyi;Ma, Qingguo;Wang, Cuicui
本研究采用非相关任务考察了品牌延伸中类别化加工的ERP相关。参与者面对两个连续的刺激，一对由软饮料品牌名称（S1）和产品名称（S2）组成，其中包括两个类别：饮料（品牌的典型产品，例如可口可乐品牌的苏打水）和服装（品牌的非典型产品，即使有时它是在真实的市场上看到的，例如可口可乐品牌的运动服）。与饮料相比，S2为衣服时，N400在额区、额中央区和中央区的分布更大。本研究不要求被试评价品牌延伸是否恰当，因此，N400与任务难度和有意识的分类过程无关。我们推测它反映了一种与心理范畴相关的整合加工过程。品牌扮演了启动的角色，引起了被试对品牌相关的典型产品和长期记忆中的属性的联想。产品名称激活了品牌和产品之间的无意识比较过程。在这个过程中，被试将品牌视为一个心理范畴，并将产品归类为其中的一员，如果产品的属性对品牌的范畴来说是非典型的，就会产生很大的认知反应，从而引发N400。这些发现有助于我们理解无意识心理归类中的N400成分，并支持消费者心理学中的品牌延伸理论中的归类假设。
This study examined the ERP (event-related potential) correlates of categorization processing in brand extension with irrelative task. Participants faced two sequential stimuli in a pair consisting of a soft drink brand name (S1) and a product name (S2) which comprised two categories: beverage (typical product of the brand, e.g. Coke branded soda water) and clothing (atypical product of the brand, even though sometimes it was seen in the real market, e.g. Coke branded sport wear). The N400 was recorded and more largely distributed in frontal, frontal–central and central areas when S2 was clothing compared with beverage. The study did not require the participants to evaluate that the brand extension was appropriate or not, the N400 recorded here was, therefore, irrelative to the task difficulty and the conscious categorization process. We speculated that it reflected an integration processing related with the mental category. The brand performed the role of prime which aroused the participants’ association of the brand-related typical products and attributes retrieving from their long term memory. The product name activated an unconscious processing of comparison between the brand and the product. In this process, the participant treated the brand as a mental category and classified the product as a member of it. There would be a large cognitive reaction which elicited the N400 if the product's attributes were atypical to the category of the brand. These findings might help us understand the N400 component in unconscious mental categorization and supported the categorization hypotheses in brand extension theory which was crucial in consumer psychology.
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