Two-stage categorization in brand extension evaluation: electrophysiological time course evidence.

ABSTRACT: A brand name can be considered a mental category. Similarity-based categorization theory has been used to explain how consumers judge a new product as a member of a known brand, a process called brand extension evaluation. This study was an event-related potential study conducted in two experiments. The study found a two-stage categorization process reflected by the P2 and N400 components in brand extension evaluation. In experiment 1, a prime-probe paradigm was presented in a pair consisting of a brand name and a product name in three conditions, i.e., in-category extension, similar-category extension, and out-of-category extension. Although the task was unrelated to brand extension evaluation, P2 distinguished out-of-category extensions from similar-category and in-category ones, and N40

SUBMITTER: Ma Q 

PROVIDER: S-EPMC4250186 | biostudies-literature | 2014

REPOSITORIES: biostudies-literature