Document Detail


Event-related potential N270 correlates of brand extension.
MedLine Citation:
PMID:  17558290     Owner:  NLM     Status:  MEDLINE    
Abstract/OtherAbstract:
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.
Authors:
Qingguo Ma; Xiaoyi Wang; Shenyi Dai; Liangchao Shu
Publication Detail:
Type:  Journal Article    
Journal Detail:
Title:  Neuroreport     Volume:  18     ISSN:  0959-4965     ISO Abbreviation:  Neuroreport     Publication Date:  2007 Jul 
Date Detail:
Created Date:  2007-06-11     Completed Date:  2007-08-31     Revised Date:  -    
Medline Journal Info:
Nlm Unique ID:  9100935     Medline TA:  Neuroreport     Country:  England    
Other Details:
Languages:  eng     Pagination:  1031-4     Citation Subset:  IM    
Affiliation:
School of Management, Zhejiang University, Hangzhou, PR China. maqingguo369@zju.edu.cn
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MeSH Terms
Descriptor/Qualifier:
Adult
Analysis of Variance
Brain Mapping*
Conflict (Psychology)*
Discrimination (Psychology)*
Electroencephalography
Evoked Potentials, Visual / physiology*
Female
Humans
Male
Pattern Recognition, Visual / physiology*
Photic Stimulation / methods
Reaction Time / physiology
Time Factors

From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine


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