P300 and categorization in brand extension

Neuroscience Letters

Volumn 431, Issue 1, 2008, Pages 57-61

  Ma, Qingguo ^a,b   Wang, Xiaoyi ^a,b   Shu, Liangchao ^a,b   Dai, Shenyi ^a,b  

^a ZHEJIANG UNIVERSITY   (China)

^b ZHEJIANG UNIVERSITY   (China)

Author keywords

Brand extension; Consumer decision; Event related potential (ERP); Neuromarketing; P300; Product category

Indexed keywords

ADULT; ARTICLE; BEVERAGE; CONSUMER ATTITUDE; CONTROLLED STUDY; DECISION MAKING; ELECTROENCEPHALOGRAM; EVENT RELATED POTENTIAL; FEMALE; HUMAN; HUMAN EXPERIMENT; MALE; MEMORY; NORMAL HUMAN; OCCIPITAL CORTEX; PARIETAL LOBE; PRIORITY JOURNAL;

ADULT; ATTITUDE; BRAIN; BRAIN MAPPING; COGNITION; CULTURE; DECISION MAKING; ELECTROENCEPHALOGRAPHY; EVENT-RELATED POTENTIALS, P300; FEMALE; FOCUS GROUPS; HUMANS; MALE; MARKETING; MENTAL PROCESSES; NEUROPSYCHOLOGICAL TESTS; REACTION TIME; RECOGNITION (PSYCHOLOGY);

EID: 38049088124     PISSN: 03043940     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.neulet.2007.11.022     Document Type: Article

References (27)

1. Ambler T., Braeutigam S., Stins J., Rose S., and Swithenby S. Salience and choice: neural correlates of shopping decisions. Psychol. Mark. 21 4 (2004) 247-266
2. Azizian A., Freitas A.L., Watson T.D., and Squires N.K. Electrophysiological correlates of categorization: P300 amplitude as index of target similarity. Biol. Psychol. 71 (2006) 278-288
3. Barsalou L.W. Ad hoc categories. Mem. Cogn. 11 (1983) 211-227
4. Boush D.M., and Loken B. A process tracing study of brand extension evaluation. J. Mark. Res. 28 (1991) 16-28
5. Broniarczyk S.M., and Alba J.W. The importance of the brand in brand extension. J. Mark. Res. 31 (1994) 214-228
6. Coates S., Butler L., and Berry D. Implicit memory: a prime example for brand consideration and choice. Appl. Cogn. Psychol. 18 9 (2004) 1195-1211
7. Cohen J.B. The Role of Affect in Categorization: Toward a Reconsideration of the Concept of Attitude, Advances in Consumer Research vol. 9 (1982), MI: Association for Consumer Research pp. 94-100
8. Donchin E., and Coles M.G.H. Precommentary: is the P300 component manifestation of context updating?. Behav. Brain Sci. 11 (1988) 357-374
9. Fiske S.T., and Neuberg S.L. A continuum of impression formation, from category-based to individuating processes: influences of information and motivation on attention and interpretation. Adv. Exp. Soc. Psychol. 23 (1990) 1-74
10. Fiske S.T., and Pavelchak M.A. Category-Based Versus Piecemeal-based Affective Responses: Developments in Schema-Triggered Affect, The Handbook of Motivation and Cognition: Foundations of Social Behavior (1987), Guilford Press, New York pp. 1-17
11. Glynn M.S., and Brodie R.J. The importance of brand-specific associations in brand extension: further empirical results. J. Product Brand Manage. 7 (1998) 509-527
12. Heinze H.J., Muente T.F., and Kutas M. Context effects in a category verification task as assessed by event-related brain potential (ERP) measures. Biol. Psychol. 47 (1998) 121-135
13. Humphrey D.G., and Kramer A.F. Toward a psychophysiological assessment of dynamic changes in mental workload. Hum. Factors 36 (1994) 3-26
14. Katayama J., and Polich J. Auditory and visual P300 topography from a 3 stimulus paradigm. Clin. Neurophysiol. 110 (1999) 463-468
15. Keller K.L., and Aaker D.A. The effects of sequential introduction of brand extensions. J. Mark. Res. 29 (1992) 35-50
16. Kutas M., McCarthy G., and Donchin E. Augmenting mental chronometry: the P300 as a measure of stimulus evaluation time. Science 197 (1977) 792-795
17. Magliero A., Bashore T.R., Coles M.G.H., and Donchin E. On the dependence of P300 latency on stimulus evaluation processes. Psychophysiology 21 (1984) 171-186
18. McClure S.M., Li J., Tomlin D., Cypert K.S., Montague L.M., and Montague P.R. Neural correlates of behavioral preference for culturally familiar drinks. Neuron 44 (2004) 379-387
19. Nosofsky R.M., and Palmeri T.J. An exemplar-based random walk model of speeded classification. Psychol. Rev. 104 (1997) 266-300
20. Pfefferbaum A., Ford J.M., Roth W.T., and Kopell B.S. Age-related changes in auditory event-related potentials. Electroencephalogr. Clin. Neurophysiol. 49 (1980) 266-276
21. Ritter W., Vaughan H.G., and Costa L.D. Orienting and habituation to auditory stimuli: a study of short term changes in average evoked responses. Electroencephalogr. Clin. Neurophysiol. 25 (1968) 550-556
22. Semlitsch H.V., Anderer P., Schuster P., and Presslich O. A solution for reliable and valid reduction of ocular artifacts applied to the P300 ERP. Psychophysiology 23 (1986) 695-703
23. Smith E.E., and Medin D.L. Categories and Concepts (1981), Harvard University Press, Cambridge, MA (October 2)
24. Stewart A.J., Pickering M.J., and Sturt P. Using eye movements during reading as an implicit measure of brand extensions. Appl. Cogn. Psychol. 18 6 (2004) 697-710
25. Watson T.D., Azizian A., Berry S., and Squires N.K. Event-related potentials as an index of similarity between words and pictures. Psychophysiology 42 (2005) 361-368
26. Wyer R.S., and Sru11 T.K. Human cognition in its social context. Psychol. Rev. 93 (1986) 322-359
27. Zhang X., Wang Y.P., Li S.W., and Wang L.N. Event-related potential N270, a negative component to identification of conflicting information following memory retrieval. Clin. Neurophysiol. 114 (2003) 2461-2468