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Brand discrimination: an implicit measure of the strength of mental brand representations.

ABSTRACT: While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure described in this paper, which we call the Brand Discrimination task, requires participants to identify whether images of brand elements (e.g. color, logo, packaging) belong to a target brand or not. Signal detection theory (SDT) is used to calculate a Brand Discrimination index which gives a measure of overall recognition accuracy for a brand's elements in the context of its competitors. A series of five studies shows that the Brand Discrimination task can discriminate between strong and weak brands, increases when mental representations of brands are experimentally strengthened, is relatively stable across time, and can predict brand choice, independently and while controlling for other explicit and implicit brand evaluation measures. Together, these studies provide unique evidence for the importance of mental brand representations in marketing and consumer behavior, along with a research methodology to measure this important consumer-based brand attribute.

SUBMITTER: Friedman M

PROVIDER: S-EPMC4372428 | biostudies-literature | 2015

REPOSITORIES: biostudies-literature

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Brand discrimination: an implicit measure of the strength of mental brand representations.

Friedman Mike M Leclercq Thomas T

PloS one 20150324 3

While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure described in this paper, which we call the Brand Discrimination task, requires participants to identify ...[more]

PMID: 25803845

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Project description:BackgroundThere is evidence that slow wave sleep (SWS) promotes the consolidation of memories that are subserved by mediotemporal- and hippocampo-cortical neural networks. In contrast to implicit memories, explicit memories are accompanied by conscious (attentive and controlled) processing. Awareness at pre-sleep encoding has been recognized as critical for the off-line memory consolidation. The present study elucidated the role of task-dependent cortical activation guided by attentional control at pre-sleep encoding for the consolidation of hippocampus-dependent memories during sleep.MethodologyA task with a hidden regularity was used (Number Reduction Task, NRT), in which the responses that can be implicitly predicted by the hidden regularity activate hippocampo-cortical networks more strongly than responses that cannot be predicted. Task performance was evaluated before and after early-night sleep, rich in SWS, and late-night sleep, rich in rapid eye movement (REM) sleep. In implicit conditions, slow cortical potentials (SPs) were analyzed to reflect the amount of controlled processing and the localization of activated neural task representations.Principal findingsDuring implicit learning before sleep, the amount of controlled processing did not differ between unpredictable and predictable responses, nor between early- and late-night sleep groups. A topographic re-distribution of SPs indicating a spatial reorganization occurred only after early, not after late sleep, and only for predictable responses. These SP changes correlated with the amount of SWS and were covert because off-line RT decrease did not differentiate response types or sleep groups.ConclusionsIt is concluded that SWS promotes the neural reorganization of task representations that rely on the hippocampal system despite absence of conscious access to these representations.SignificanceOriginal neurophysiologic evidence is provided for the role of SWS in the consolidation of memories encoded with hippocampo-cortical interaction before sleep. It is demonstrated that this SWS-mediated mechanism does not depend critically on explicitness at learning nor on the amount of controlled executive processing during pre-sleep encoding.

Dataset Information

Brand discrimination: an implicit measure of the strength of mental brand representations.

Publications

Brand discrimination: an implicit measure of the strength of mental brand representations.

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