How brand names are special: brands, words, and hemispheres

Gontijo, Possidonia F. D.; Rayman, Janice; Shi, Z.; Zaidel, Eran

doi:10.1016/s0093-934x(02)00036-6

Cited by 39 publications

(34 citation statements)

References 32 publications

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“…Neuromarketing research has included investigation of culturally familiar brand names (Gordon, 2002), and indeed such work has already shown that familiar brands activate regions of the prefrontal cortex (Schaefer et al, 2006) and engage the brain longer during shopping behavior . This is congruent with the assertion made by Gontijo et al (2002) that brand names in the lexicon appear to have ''special neuropsychological status'' distinct from other names. The neural processes inherent to how brand extensions are categorized have also been examined (Ma et al, 2008).…”

Section: Evolutionary Domains For Neuromarketing Researchsupporting

confidence: 86%

Evolutionary neuromarketing: darwinizing the neuroimaging paradigm for consumer behavior

Garcia

Saad

2008

J of Consumer Behaviour

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The current paper serves two purposes. First, it reviews the neuroimaging literature most relevant to the field of marketing (e.g., neuroeconomics, decision neuroscience, and neuromarketing). Second, it posits that evolutionary theory is a consilient and organizing meta-theoretical framework for neuromarketing research. The great majority of neuroimaging studies suffer from the illusion of explanatory depth namely the sophistication of the neuroimaging technologies provides a semblance of profundity to the reaped knowledge, which is otherwise largely disjointed and atheoretical. Evolutionary theory resolves this conundrum by recognizing that the human mind has evolved via the processes of natural and sexual selection. Hence, in order to provide a complete understanding of any given neuromarketing phenomenon requires that it be tackled at both the proximate level (as is currently the case) and the ultimate level (i.e., understanding the adaptive reason that would generate a particular neural activation pattern). Evolutionary psychology posits that the human mind consists of a set of domain-specific computational systems that have evolved to solve recurring adaptive problems. Accordingly, rather than viewing the human mind as a general-purpose domain-independent organ, evolutionary cognitive neuroscientists recognize that many neural activation patterns are instantiations of evolved computational systems in evolutionarily relevant domains such as survival, mating, kin selection, and reciprocity. As such, an evolutionary neuromarketing approach recognizes that the neural activation patterns associated with numerous marketing-related phenomena can be mapped onto the latter Darwinian modules thus providing a unifying meta-theory for this budding discipline.

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Section: Evolutionary Domains For Neuromarketing Researchsupporting

confidence: 86%

Evolutionary neuromarketing: darwinizing the neuroimaging paradigm for consumer behavior

Garcia

Saad

2008

J of Consumer Behaviour

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“…In this study, brand names (e.g., "Lexus"), common nouns (e.g., "army"), and non-words (e.g., "seid") were presented to either the right visual field-left hemisphere or the left visual field-right hemisphere and participants made word/non-word responses. No differences were found in response times to brand names between the hemispheres, suggesting that both hemispheres are similarly involved in processing brands (Gontijo et al, 2002). Although these findings suggest that familiar brands do not influence the hemispheres differently, it may be difficult to generalize these results to brands presented within the context of an advertisement slogan.…”

Section: The Influence Of Brand Namesmentioning

confidence: 69%

“…In a previous divided visual field study, researchers investigated hemispheric processes during brand name comprehension (Gontijo, Rayman, Zhang, & Zaidel, 2002). In this study, brand names (e.g., "Lexus"), common nouns (e.g., "army"), and non-words (e.g., "seid") were presented to either the right visual field-left hemisphere or the left visual field-right hemisphere and participants made word/non-word responses.…”

Section: The Influence Of Brand Namesmentioning

confidence: 99%

“…Although these findings suggest that familiar brands do not influence the hemispheres differently, it may be difficult to generalize these results to brands presented within the context of an advertisement slogan. Specifically, brands in this previous study (Gontijo et al, 2002) were single words (e.g., "Lexus") presented without a slogan or advertisement. Without presentation of the text included in an advertisement, it is difficult to know exactly how brand names influence the hemispheric processing during advertisement comprehension.…”

Section: The Influence Of Brand Namesmentioning

confidence: 99%

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Running Head: Hemispheric Processing of Slogans Brand Familiarity in Advertisement Slogans: The Role of the Left and Right Cerebral Hemispheres

Vance¹,

Virtue²

2011

IJMS

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Previous research shows that brand familiarity can affect purchase behavior, such that a familiar brand will be preferred over a less familiar brand. Previous research also shows that the use of metaphoric advertisements increases purchase intent. However, it is unknown how consumers implicitly process familiar brands when reading advertisements. Through the divided visual field paradigm, we investigated how the left and right cerebral hemispheres process familiar brands when presented with advertisement slogans. Participants in this experiment read familiar brand names and were presented with metaphoric, literal, or neutral slogans. Participants responded to related target words briefly shown to either the right or left hemisphere. The right hemisphere showed greater facilitation for literal than for metaphoric slogans when consumers were presented with familiar brands. Purchase intent ratings were higher when targets were presented to the left hemisphere. These findings suggest that brand familiarity influences consumers' processing of slogans in the right hemisphere and affects purchase intent ratings in the left hemisphere.

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“…For example, Gontijo et al (2002) investigated the category of brand names and suggested that they have a special neuropsychological status. These authors found that "common nouns, brand names, weird non-words and normal non-words" were recognized in this decreasing order of speed and accuracy.…”

Section: Discussionmentioning

confidence: 99%

Is Color Perception of Packages Affected by Their In-aisle Position?

Porcheddu¹,

Pugliatti²,

Pinna³

2012

American Journal of Economics and Business Administration

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The retail environment is characterized by numerous competing stimuli vying for the consumer's attention. Products packages feature both verbal and nonverbal elements. Nonverbal stimuli, like package colors, seem to be particularly relevant for perception. Knowing whether there is preferential positioning of colored items on the shelves is fundamental for retailers. In addition, some colors may be better perceived than others. The purpose of this study was to investigate whether the color perception of packages in a supermarket is affected by their in-aisle position and by their color type. In a lab setting, 120 right-handed subjects were asked to look at 3 series of images on a screen. Images showed a virtual supermarket aisle. The aisle had two identical opposite gondolas, each containing the same number of items of same size and shape. In each image, apart from one single colored item, all other items were gray. In each series, the colored item was always of the same primary color (blue, red or green) and it was displayed an equal number of times on the right and on the left. For each image, subjects were asked to locate the colored item as quickly as possible. Accuracy and response time of answers were recorded. Colored items were perceived more accurately and rapidly when they were displayed on the left gondola to the observer. This phenomenon was specifically color-dependent, as red and blue items were better perceived than green ones. Our results support the hypothesis of an asymmetric perception of colored items in the aisle. Retailers should consider that the consumer's perception of colored package is more accurate and fast when the items are positioned on the left gondola. They should also consider that some colors may be more effective than others in catching customers' attention.

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How brand names are special: brands, words, and hemispheres

Cited by 39 publications

References 32 publications

Evolutionary neuromarketing: darwinizing the neuroimaging paradigm for consumer behavior

Evolutionary neuromarketing: darwinizing the neuroimaging paradigm for consumer behavior

Running Head: Hemispheric Processing of Slogans Brand Familiarity in Advertisement Slogans: The Role of the Left and Right Cerebral Hemispheres

Is Color Perception of Packages Affected by Their In-aisle Position?

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