Event-related potential N270 correlates of brand extension
Event-related potential N270 correlates of brand extension
复制标题
事件相关潜力 N270 与品牌延伸相关
DOI：
10.1097/wnr.0b013e3281667d59
复制
发表时间：
2007-07-02
期刊：
影响因子：
1.7
通讯作者：
Shu, Liangchao
中科院分区：
文献类型：
--
作者：
Ma, Qingguo;Wang, Xiaoyi;Shu, Liangchao
本研究的目的是探讨在一个特定的产品类别的品牌延伸到其他产品类别的神经机制。面对两个连续的刺激对组成的饮料品牌名称（刺激1）和产品名称（刺激2）在其他类别中，16名参与者被要求指出的刺激1中的品牌扩展到刺激2中的产品类别的适用性。这些刺激对被分为四个条件，根据刺激2中的产品类别：饮料，零食，服装和家用电器。在参与者的头皮上记录了每种条件下的负分量N270，而在额叶区域观察到最大振幅。更大的N270振幅时，观察到参与者提出了更强的品牌产品类别（刺激1）和扩展类别（刺激2）之间的冲突。这表明N270不仅可以通过物理属性的冲突（品牌和产品名称的不同形状的单词）来诱发，而且可以通过词汇内容的冲突来诱发。从市场营销的角度来看，N270可以作为品牌延伸尝试的参考指标。
The aim of this study is to investigate the neural mechanism of extending a brand in a specific product category to other product categories. Facing two sequential stimuli in pairs consisting of beverage brand names (stimulus 1) and product names (stimulus 2) in other categories, 16 participants were asked to indicate the suitability of extending the brand in stimulus 1 to the product category in stimulus 2. These stimulus pairs were divided into four conditions depending on the product category in stimulus 2: beverage, snack, clothing, and household appliance. A negative component, N270, was recorded for each condition on the participants' scalps,whereas the maximum amplitude was observed at the frontal area. Greater N270 amplitude was observed when participants were presented with stronger conflict between the brand product category (stimulus 1) and the extension category (stimulus 2). It suggests that N270 can be evoked not only by a conflict of physical attributes (different shapes of words of brand and product names) but also by that of lexical content. From the marketing perspective, N270 can be potentially used as a reference measure in brand-extension attempts.