Controlled categorisation processing in brand extension evaluation by Indo-European language speakers. An ERP study
PBN-AR
Instytucja
Wydział Nauk Społecznych (Katolicki Uniwersytet Lubelski Jana Pawła II w Lublinie)
Informacje podstawowe
Główny język publikacji
angielski
Czasopismo
NEUROSCIENCE LETTERS
ISSN
0304-3940
EISSN
Wydawca
ELSEVIER IRELAND LTD
DOI
URL
Rok publikacji
2016
Numer zeszytu
Strony od-do
30-34
Numer tomu
628
Link do pełnego tekstu
Identyfikator DOI
Liczba arkuszy
0,5
Słowa kluczowe
EN
Brand extension
Consumer decision
Cultural differences
Event-related potential (ERP)
N400
Neuromarketing
Streszczenia
Język
EN
Treść
The purpose of our experiment was to test event-related potentials (ERP) accompanying the process of brand extension evaluation in people speaking Indo-European languages. The experimental procedure consisted of sequential presentations of pairs of stimuli; namely, a beverage brand name and a product name. The products fell into the category of beverages (congruent trials) or clothes (incongruent trials). In the response condition (RC), the participants decided whether they accepted the product as an extension of the brand. In the no-response condition (NRC), the participants' task was to attend the stimuli and try to remember them. In the response condition, the amplitudes of the N270, P300 and N400 components were sensitive to incongruence between the product category and the previously presented brand. However, in the no-response condition, differences emerged only at the level of early P1 and P2 components. Our results suggest that, in people speaking one of the Indo-European languages, the process of categorisation in brand extension evaluation is not automatic.
Cechy publikacji
original-article
Inne
System-identifier
91311
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