Two-stage categorization in brand extension evaluation: electrophysiological time course evidence.
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....
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Public Library of Science (PLoS)
2014-01-01
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| Series: | PLoS ONE |
| Online Access: | http://europepmc.org/articles/PMC4250186?pdf=render |
| _version_ | 1828320049350311936 |
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| author | Qingguo Ma Cuicui Wang Xiaoyi Wang |
| author_facet | Qingguo Ma Cuicui Wang Xiaoyi Wang |
| author_sort | Qingguo Ma |
| collection | DOAJ |
| description | 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 N400 distinguished similar-category extensions from in-category ones. In experiment 2, a prime-probe paradigm with a related task was used, in which product names included subcategory and major-category product names. The N400 elicited by subcategory products was more significantly negative than that elicited by major-category products, with no salient difference in P2. We speculated that P2 could reflect the early low-level and similarity-based processing in the first stage, whereas N400 could reflect the late analytic and category-based processing in the second stage. |
| first_indexed | 2024-04-13T18:05:12Z |
| format | Article |
| id | doaj.art-0ffcb1a56c3a48b28efae9b759a8a54a |
| institution | Directory Open Access Journal |
| issn | 1932-6203 |
| language | English |
| last_indexed | 2024-04-13T18:05:12Z |
| publishDate | 2014-01-01 |
| publisher | Public Library of Science (PLoS) |
| record_format | Article |
| series | PLoS ONE |
| spelling | doaj.art-0ffcb1a56c3a48b28efae9b759a8a54a2022-12-22T02:36:05ZengPublic Library of Science (PLoS)PLoS ONE1932-62032014-01-01912e11415010.1371/journal.pone.0114150Two-stage categorization in brand extension evaluation: electrophysiological time course evidence.Qingguo MaCuicui WangXiaoyi WangA 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 N400 distinguished similar-category extensions from in-category ones. In experiment 2, a prime-probe paradigm with a related task was used, in which product names included subcategory and major-category product names. The N400 elicited by subcategory products was more significantly negative than that elicited by major-category products, with no salient difference in P2. We speculated that P2 could reflect the early low-level and similarity-based processing in the first stage, whereas N400 could reflect the late analytic and category-based processing in the second stage.http://europepmc.org/articles/PMC4250186?pdf=render |
| spellingShingle | Qingguo Ma Cuicui Wang Xiaoyi Wang Two-stage categorization in brand extension evaluation: electrophysiological time course evidence. PLoS ONE |
| title | Two-stage categorization in brand extension evaluation: electrophysiological time course evidence. |
| title_full | Two-stage categorization in brand extension evaluation: electrophysiological time course evidence. |
| title_fullStr | Two-stage categorization in brand extension evaluation: electrophysiological time course evidence. |
| title_full_unstemmed | Two-stage categorization in brand extension evaluation: electrophysiological time course evidence. |
| title_short | Two-stage categorization in brand extension evaluation: electrophysiological time course evidence. |
| title_sort | two stage categorization in brand extension evaluation electrophysiological time course evidence |
| url | http://europepmc.org/articles/PMC4250186?pdf=render |
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