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ERP evidence for consumer evaluation of copycat brands.

ABSTRACT: Copycat brands mimic brand leaders to free ride on the latter's equity. However, little is known regarding if and how consumers confuse copycat as leading brand in purchasing. In this study, we applied a word-pair evaluation paradigm in which the first word was a brand name (copycat vs. normal brand both similar with a leading brand in category), followed by a product name (near vs. far from the leading brand's category). Behavioral results showed that, when the product is near the leader's category, the copycat strategy (CN) was more preferred compared to the normal brand (NN) but not different in the far product condition (CF and NF). Event-related potential (ERP) data provided further insight into the mechanism. The N400 amplitude elicited by the CN condition was significantly smaller than NN. However, when products are far from the leader's category, there was no significant difference in N400 amplitudes. For the late positive component (LPC), the CN gave rise to a larger amplitude than the CF. The N400 amplitude was suggested to reflect the categorization process, and the LPC demonstrated the recollection process in long-term memory. These findings imply that the copycat brand strategy is generally only effective when products are within the category of the leading brand, which offers important implications for marketing practices.

SUBMITTER: Shang Q

PROVIDER: S-EPMC5842871 | biostudies-literature | 2018

REPOSITORIES: biostudies-literature

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ERP evidence for consumer evaluation of copycat brands.

Shang Qian Q Pei Guanxiong G Jin Jia J Zhang Wuke W Wang Yuran Y Wang Xiaoyi X

PloS one 20180221 2

Copycat brands mimic brand leaders to free ride on the latter's equity. However, little is known regarding if and how consumers confuse copycat as leading brand in purchasing. In this study, we applied a word-pair evaluation paradigm in which the first word was a brand name (copycat vs. normal brand both similar with a leading brand in category), followed by a product name (near vs. far from the leading brand's category). Behavioral results showed that, when the product is near the leader's cate ...[more]

PMID: 29466469

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Project description:IntroductionIn recent years, there has been a proliferation of potential reduced-exposure tobacco products (PREPs) marketed that claim to be less harmful or less addictive, compared with conventional cigarettes. Tobacco control scientists have raised concerns about the potential adverse impact of marketing of these products for smoking prevention and cessation efforts. Although these products have not been widely used among smokers, there are few data available on consumers' awareness and attitudes toward these products.MethodsData were obtained from the 2003 and 2005 Health Information National Trends Survey, a nationally representative telephone survey of adults 18 years and older regarding health communication and associated beliefs and behaviors. Our study population consisted of 6,369 respondents in 2003 and 5,586 respondents in 2005, of whom 19% were current smokers and 28% were former smokers.ResultsIn 2005, 45% of respondents had heard of at least one PREP product, while only 4.8% had actually tried one. Awareness and use were substantially higher among current smokers (55.6% and 12.7%). Awareness was highest for Marlboro Ultra Smooth (MUS) (30.2%), Eclipse (18.2%), Quest (7.8%), and Ariva (5.4%), while less than 2% for any other product. Of respondents who had tried a PREP, 50% cited harm reduction or assistance in quitting as a reason for trying the product and 30% believed that the product was less harmful than their usual brand. In the combined 2003 and 2005 dataset, 54.4% of current smokers stated that they would be "very" or "somewhat" interested in trying a cigarette advertised as less harmful, while only 3.2% of former smokers and 1.1% of never-smokers were interested. Among current smokers, interest was higher in females and non-Hispanic Whites, and among daily smokers, those who smoked 20 or more cigarettes per day and those who were not considering quitting. Smokers interested in PREPs were substantially more likely to rate their perceived lung cancer risk as high (40.3% vs. 8.3%) and to worry frequently about developing lung cancer (19.7% vs. 4%).DiscussionThese results suggest that there is a substantial level of interest among current smokers in cigarettes marketed with claims of reduced exposure or harm. Of particular concern is that "health conscious" smokers and heavy smokers not planning to quit may be especially vulnerable to PREP marketing messages and view such products as an alternative to smoking cessation.

Project description:BackgroundRecent cognitive and computational models (e.g. the Interacting Neighbors Model) state that in simple multiplication decade and unit digits of the candidate answers (including the correct result) are represented separately. Thus, these models challenge holistic views of number representation as well as traditional accounts of the classical problem size effect in simple arithmetic (i.e. the finding that large problems are answered slower and less accurate than small problems). Empirical data supporting this view are still scarce.MethodsData of 24 participants who performed a multiplication verification task with Arabic digits (e.g. 8 x 4 = 36 - true or false?) are reported. Behavioral (i.e. RT and errors) and EEG (i.e. ERP) measures were recorded in parallel.ResultsWe provide evidence for neighborhood-consistency effects in the verification of simple multiplication problems (e.g. 8 x 4). Behaviorally, we find that decade-consistent lures, which share their decade digit with the correct result (e.g. 36), are harder to reject than matched inconsistent lures, which differ in both digits from the correct result (e.g. 28). This neighborhood consistency effect in product verification is similar to recent observations in the production of multiplication results. With respect to event-related potentials we find significant differences for consistent compared to inconsistent lures in the N400 (increased negativity) and Late Positive Component (reduced positivity). In this respect consistency effects in our paradigm resemble lexico-semantic effects earlier found in simple arithmetic and in orthographic input processing.ConclusionOur data suggest that neighborhood consistency effects in simple multiplication stem at least partly from central (lexico-semantic') stages of processing. These results are compatible with current models on the representation of simple multiplication facts - in particular with the Interacting Neighbors Model - and with the notion of decomposed representations of two-digit numbers in general.

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ERP evidence for consumer evaluation of copycat brands.

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ERP evidence for consumer evaluation of copycat brands.

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