ERP evidence for consumer evaluation of copycat brands.
ERP evidence for consumer evaluation of copycat brands.
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消费者对山寨品牌评价的 ERP 证据
DOI：
10.1371/journal.pone.0191475
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发表时间：
2018
期刊：
影响因子：
3.7
通讯作者：
Wang X
中科院分区：
文献类型：
--
作者：
Shang Q;Pei G;Jin J;Zhang W;Wang Y;Wang X
山寨品牌模仿品牌领导者，搭后者的顺风车。然而，关于消费者是否以及如何混淆仿冒品是购买中的领先品牌，人们知之甚少。在这项研究中，我们采用了词对评估范式，第一个词是一个品牌名称(山寨与普通品牌在类别上都与领先品牌相似)，然后是产品名称(接近与远离领先品牌的类别)。行为研究结果表明，当产品接近领导者品类时，模仿策略(CN)比普通品牌(NN)更受青睐，但在远产品条件下(CF和NF)没有差异。事件相关电位(ERP)数据提供了对这一机制的进一步洞察。CN条件下诱发的N400波幅明显小于NN条件。然而，当产品远离领先者类别时，N400波幅没有显著差异。对于晚期正成分(LPC)，CN的波幅大于CF。N400波幅被认为反映了分类过程，LPC显示了长时记忆中的记忆过程。这些发现表明，只有当产品属于领先品牌的类别时，模仿品牌策略才是有效的，这对营销实践具有重要的启示意义。
Copycat brands mimic brand leaders to free ride on the latter's equity. However, little is known regarding if and how consumers confuse copycat as leading brand in purchasing. In this study, we applied a word-pair evaluation paradigm in which the first word was a brand name (copycat vs. normal brand both similar with a leading brand in category), followed by a product name (near vs. far from the leading brand’s category). Behavioral results showed that, when the product is near the leader’s category, the copycat strategy (CN) was more preferred compared to the normal brand (NN) but not different in the far product condition (CF and NF). Event-related potential (ERP) data provided further insight into the mechanism. The N400 amplitude elicited by the CN condition was significantly smaller than NN. However, when products are far from the leader’s category, there was no significant difference in N400 amplitudes. For the late positive component (LPC), the CN gave rise to a larger amplitude than the CF. The N400 amplitude was suggested to reflect the categorization process, and the LPC demonstrated the recollection process in long-term memory. These findings imply that the copycat brand strategy is generally only effective when products are within the category of the leading brand, which offers important implications for marketing practices.
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