The influence of negative emotion on brand extension as reflected by the change of N2: A preliminary study

Ma, Qingguo; Wang, Kai; Wang, Xiaoyi; Wang, Cuicui; Wang, Lei

doi:10.1016/j.neulet.2010.09.020

Cited by 51 publications

(55 citation statements)

References 25 publications

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“…The stimulus paradigm used in the current study is closer to what consumers face in the marketplace than the S1-S2 paradigm used by Ma et al (2007Ma et al ( , 2008Ma et al ( , 2010. It is the first time that evidence has been found that enables speculation regarding a dual conflict in the cognitive process in the experiment with the W1W2 paradigm.…”

Section: Discussionmentioning

confidence: 95%

“…Further, they found that the process of perceiving the fitness of a brand extension is a categorization process, and an ERP component, P300, could be considered as a measure of the perceived fitness (Ma, Wang, Shu, & Dai, 2008). In 2010, Ma and colleagues studied the influence of induced negative emotion on brand extension, which revealed that the amplitude of N2 could be viewed as a reference measure reflecting the effect of negative emotion on brand extension (Ma, Wang, Wang, Wang, & Wang, 2010). The experimental paradigms in all the above studies, however, were to sequentially present an original brand name and then (after a very short time) to present an extension product name (i.e., the paradigm of S1-S2).…”

Section: Introductionmentioning

confidence: 99%

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The evidence of dual conflict in the evaluation of brand extension: An event-related potential study

2014

Journal of Management Analytics

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Brand extension is one of the central issues in marketing research. The current study employs event-related potentials (ERPs) to investigate the electrophysiological process when subjects make a decision to accept or reject a brand extension composed of two words (W1W2). W1 is always a beverage brand name, and W2 a product name among three product categories: household appliance product (extension type BH), snack product (BS), and beverage product (BB). The behavior and ERPs data showed that subjects found it easy to accept the brand extension in the BB condition, medium in the BS and hard in the BH situation. The negative slow waves in different cortexes suggested that there are two cognitive conflict processes in evaluating a brand extension in the W1W2 paradigm: the conflict between W1 and W2, and the conflict between the whole information of W1W2 and the information retrieved from memory about the products under the brand name in W1.

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Section: Discussionmentioning

confidence: 95%

Section: Introductionmentioning

confidence: 99%

The evidence of dual conflict in the evaluation of brand extension: An event-related potential study

2014

Journal of Management Analytics

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“…Dennis et al (2008) asked participants to complete a modified version of the Attention Network Test, in which fearful or neutral faces or control stimuli were presented briefly between trials of the task, and found that fearful versus neutral faces reduced executive attention in the low-state-anxiety group, suggesting enhanced distraction by irrelevant stimuli. Ma et al (2010) reported that the induced negative emotion triggered greater conflict than did the induced neutral emotion in the categorization process. Thus, in the emotion-priming Simon task of the current study, preferential processing of task-irrelevant negative emotional information may divert the attentional resources to the detriment of more voluntary control of cognitive performance when it requires contralateral response (Schupp et al 2006;Tartar et al 2012;Yuan et al 2011).…”

Section: Discussionmentioning

confidence: 99%

“…However, according to the previous research (Woldorff 1993), the randomly varied ISI could help to reduce the potential ERPs overlap between the priming and target stimuli when the ISI was short. This method has been widely used by recent studies which employed an emotional priming-target paradigm with a short ISI (Ma et al 2010;Tartar et al 2012;Yuan et al 2011). Thus, in order to mitigate the potential ERP overlap between the priming and target stimuli, we also adopted such a method and the ISI between the priming and target stimuli was randomly arranged from 500 to 700 ms in the current experiment.…”

Section: Discussionmentioning

confidence: 99%

Event-related lateralized readiness potential correlates of the emotion-priming Simon effect

Shang

Qiu

et al. 2016

Exp Brain Res

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The Simon effect indicates that the reaction time (RT) is shorter when the stimulus and response locations are congruent than when they are not. This study used a priming-target paradigm to explore the emotion-priming Simon effect with event-related potential techniques. The technique of residue iteration decomposition was employed to analyze the lateralized readiness potential (LRP) component, which contributed to disentangling the overlap between LRP and N2 central contralateral in the Simon task with horizontal stimulus-response arrangements. The behavioral result revealed significant Simon effect in RT. In the neural process, the Simon effect was reflected by both the stimulus-locked LRP (S-LRP) and the response-locked LRP (R-LRP), with the incongruent condition showing longer onset latency, larger Gratton-dip, and smaller negative-going deflection of S-LRP and smaller negative-going deflection of R-LRP. These findings suggest that the interference of irrelevant location information is located at the perceptual-encoding (indicated by S-LRP) and response-execution stages (indicated by R-LRP), providing evidence for both the perceptual-interference and response-interference accounts. However, the further linear regression result signaled that the Simon effect might be more closely related to the response-execution stage than the perceptual-encoding stage. In addition, the influence of emotion on the Simon effect was salient only in the incongruent condition, showing longer onset latency of S-LRP and larger Gratton-dip of R-LRP in the negative emotion-priming condition than in the neutral emotion-priming condition, which revealed that the emotional interference effect arose from the stages of perceptual encoding and early response execution only when the locations of a stimulus and the corresponding response were incongruent.

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“…A great deal of existing evidence supported the notion that brand extension obtained a higher acceptance rate when the categories of the parent brands and extension products were similar (similar brand extension) than when they were dissimilar (dissimilar brand extension; e.g., Ma et al, 2008, 2010; Jin et al, 2015). However, the dissimilar brand extension strategy also plays an important role in entering new markets for enterprises.…”

Section: Introductionmentioning

confidence: 98%

Logo Effects on Brand Extension Evaluations from the Electrophysiological Perspective

et al. 2017

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Brand extension typically has two strategies: brand name extension (BN) and brand logo extension (BL). The current study explored which strategy (BN or BL) better enhanced the success of dissimilar brand extension and product promotion in enterprises. Event-related potentials (ERPs) were used to investigate electrophysiological processes when subjects evaluated their acceptance of the brand extension using a combined picture of S1 and S2. S1 was a famous brand presented by two identity signs (brand name and brand logo). S2 was a picture of an extension product that belonged to a dissimilar product category than S1. The behavior data showed that BL was more acceptable than BN in the dissimilar brand extension. The neurophysiology process was reflected by a less negative N2 component and a larger P300 component in the BL than in the BN. We suggested that N2 reflected a whole conflict between the brand-product combination and the long-term memory and that P300 could be regarded as the reflection of the categorization process in the working memory.

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The influence of negative emotion on brand extension as reflected by the change of N2: A preliminary study

Cited by 51 publications

References 25 publications

The evidence of dual conflict in the evaluation of brand extension: An event-related potential study

The evidence of dual conflict in the evaluation of brand extension: An event-related potential study

Event-related lateralized readiness potential correlates of the emotion-priming Simon effect

Logo Effects on Brand Extension Evaluations from the Electrophysiological Perspective

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