P300 and categorization in brand extension
P300 and categorization in brand extension
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品牌延伸中的P300和分类
DOI：
10.1016/j.neulet.2007.11.022
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发表时间：
2008-01-24
影响因子：
2.5
通讯作者：
Dai, Shenyi
中科院分区：
文献类型：
--
作者：
Ma, Qingguo;Wang, Xiaoyi;Dai, Shenyi
品牌延伸是将一个已建立的品牌应用于新的产品类别的行为。它的成功取决于对原品牌和延伸产品之间属性相似性的感知。在这项研究中，16名参与者被要求在S1-S2范式中决定是否适合将刺激1中的品牌扩展到刺激2中的产品类别。S1由15个知名饮料品牌组成。S2包括两类产品：饮料和非饮料。P300是ERP的重要组成部分。当S2是饮料时，P300振幅更大，几乎分布在所有的顶叶和枕叶区域。然而，当S2是非饮料产品时，P300振幅较小并且主要呈现在右侧区域上。我们推测，参与者的决策过程是一个分类过程：他们试图将S2中的产品分类到S1中的品牌类别中。在这一过程中，品牌名的启动唤起了对特定产品的记忆，相应皮层区域的神经元被激活。启动子中的品牌名称与探针中的产品名称之间的相似性和一致性越高，启动子和探针中的相似刺激越重叠，导致P300越大。否则，没有重叠，导致较小的P300。因此，P300可能被用于营销研究，作为衡量消费者对预期品牌延伸的态度的内源性神经指标。(C)2007爱思唯尔爱尔兰有限公司保留所有权利。
Brand extension is the behavior of applying an established brand to enter new product categories. Its success depends on the perception of attribute similarity between the original brand and the extension product. In this study, 16 participants were required to decide the suitability of extending the brand in stimulus 1 to the product category in stimulus 2 during a S1-S2 paradigm. S1 consists of 15 well-known beverage brands. S2 consists of products in two categories: beverage and non-beverage. P300 - an important component of ERP - was elicited in all probes. The P300 amplitude was larger and distributed over almost all parietal and occipital regions when S2 is a beverage product. The P300 amplitude, however, was smaller and presented predominantly over the right regions when S2 is a non-beverage product. We speculate that the participants' decision process is a categorization process: they tried to classify the product in S2 into brand category in S1. In this process, the brand name in prime evoked the memory of specific products, and the neurons in corresponding cortex areas were activated. The higher similarity and coherence between the brand name in prime and the product name in probe produced an overlap of the similar stimuli in prime and probe, which resulted in larger P300. Otherwise, there is no overlap, resulting in smaller P300. Hence, the P300 may potentially be used in marketing research as an endogenous neural indicator of measuring consumers' attitude towards an intended brand extension. (C) 2007 Elsevier Ireland Ltd. All rights reserved.