An Investigation of the Processes by Which Product Design and Brand Strength Interact to Determine Initial Affect and Quality Judgments

Prior research on product design has focused predominantly on the importance of product aesthetics in generating favorable consumer response. Interestingly, little attention has been given to the importance of aesthetics relative to product function (a fundamental component of product design) or to brand strength–two factors that are also considered to have a significant influence on consumers’ product evaluations and on product success. This study investigates how product design (conceptualized as product aesthetics and function) interacts with brand strength to influence consumers’ product liking and quality evaluations. Results suggest that design and brand strength differentially impact liking and quality judgments. In addition, judgments of liking and quality are found to be different in the way they are formed. Specifically, product liking appears to be readily formed through a process that integrates design information only; brand strength exhibits no significant influence. Quality judgments appear to take longer to process, and involve the integration of design and brand information.     

The Meaning of Brand Names to Children: A Developmental Investigation

We explored the way that children use brand names in making consumer judgments. Brand names can serve as a simple perceptual cue that identifies a product as one people are familiar with or one they associate with certain perceptual features. Brands can also be associated with symbolic or conceptual meanings, conveying status, prestige, or trendiness. We proposed that young children relate to brands on a perceptual level, whereas older children relate to brands on a conceptual basis as well. We examined this proposition in an experiment conducted with children 8,12, and 16 years of age. Participants were asked to evaluate an advertised product (e.g., athletic shoes) with a familiar brand name that was either popular (e.g., Nike^®) or less popular (e.g., Kmart^®). The advertised product was physically identical in both cases, allowing us to explore whether the brand name had meaning for children apart from its name familiarity or perceptual features. The use of conceptual brand meanings was assessed by asking participants to make several types of brand‐related judgments including evaluations of the advertised product, impressions of the owners of the advertised product, and evaluations of possible extensions of the popular brand name advertised. Results indicate that by the time children reach 12 years of age, they use brand names as an important conceptual cue in consumer judgments.     

A Brunswik lens model of consumer health judgments of packaged foods

Consumer health judgments of packaged food were compared with an objective healthfulness criterion using a Brunswik lens model. Consumer judgments were obtained from a representative consumer sample (N = 1329) who evaluated the healthfulness of 198 packaged food products. The objective healthfulness criterion was calculated for each product according to its specific nutrition values using a validated nutrition profile. The lens model included explicit cues such as nutrition values, nutrition and health claims, food category, and brand and implicit cues such a packaging design and category representativeness. The study revealed that the objective healthfulness criterion is highly predictable on the basis of cues such as the food category, brand, carbohydrate content, and whether the food is a typical “light” product. However, consumer judgments of food healthfulness are based almost entirely on the food category and to a lesser extent on the brand and consumer familiarity with the product. The results are in conflict with consumers' self‐reported use of nutrition information but are in accordance with findings from studies using implicit methods. Copyright © 2014 John Wiley & Sons, Ltd.     

Induction of Relational Schemas: Common Processes in Reasoning and Complex Learning

Five experiments were performed to test whether participants induced a coherent representation of the structure of a task, called a relational schema, from specific instances. Properties of a relational schema include: An explicit symbol for a relation, a binding that preserves the truth of a relation, potential for higher-order relations, omnidirectional access, potential for transfer between isomorphs, and ability to predict unseen items in isomorphic problems. However relational schemas are not necessarily coded in abstract form. Predictions from relational schema theory were contrasted with predictions from configural learning and other nonstructural theories in five experiments in which participants were taught a structure comprised of a set of initial-state,operator → end-state instances. The initial-state,operator pairs were presented and participants had to predict the correct end-state. Induction of a relational schema was achieved efficiently by adult participants as indicated by ability to predict items of a new isomorphic problem. The relational schemas induced showed the omnidirectional access property, there was efficient transfer to isomorphs, and structural coherence had a powerful effect on learning. The “learning to learn” effect traditionally associated with the learning set literature was observed, and the long-standing enigma of learning set acquisition is explained by a model composed of relational schema induction and structure mapping. Performance was better after reversal of operators than after shift to an alternate structure, even though the latter entailed more overlap with previously learned tasks in terms of the number of configural associations that were preserved. An explanation for the reversal shift phenomenon in terms of induction and mapping of a relational schema is proposed. The five experiments provided evidence supporting predictions from relational schema theory, and no evidence was found for configural or nonstructural learning theories.     

The development of mental models for auditory events: Relational complexity and discrimination of pitch and duration

This experiment investigated relational complexity and relational shift in judgments of auditory patterns. Pitch and duration values were used to construct two‐note perceptually similar sequences (unary relations) and four‐note relationally similar sequences (binary relations). It was hypothesized that 5‐, 8‐ and 11‐year‐old children would perform unary level pitch and duration discrimination tasks accurately. Relational shift predicted a poorer performance of the younger age groups on binary relation tasks; relational primacy predicted no effect of age. Accuracy was operationalized as a discrimination index (DI: hit rate minus false alarm rate). Results supported relational shift: DI for all age groups exceeded chance on unary and binary relation tasks, with significantly poorer performance by all age groups on binary relation tasks. The 5‐years age group showed evidence of perceptual similarity. Relational complexity of auditory dimensions and tasks, and manipulation of domain specific musical knowledge in evaluating theories of relational processing, are discussed.     

空间距离与产品属性对消费者选择偏好的影响*

通过两个实验检验空间距离如何影响消费者选择偏好。实验一中,产品与消费者之间的空间距离不影响他们对不可匹配属性更优产品的偏好。实验二中,两种产品之间的空间距离与产品属性交互作用影响了消费者的选择偏好,使他们在两产品之间空间距离远时比近时更偏好不可匹配属性更优产品。两种不同类型的空间距离对消费者选择偏好的影响是不同的。强调两产品之间的空间距离远,会影响消费者在选择过程中对不可匹配属性的使用。     

The Influence of Color on Brand Extension: Mediation Role of Processing Style

Color carries distinct psychological meanings and thus it may induce a different cognitive processing style. Adopting this conceptual framework, the current research investigated the influence of color on brand extension evaluation. For color manipulation, participants were given the picture of a brand extension product (e.g., notebook) on a blue versus red background on a sheet of paper. Then participants evaluated the brand extension product. The finding revealed that participants in the blue-background condition evaluated the extension product more favorably than those in the red-background condition. This research further demonstrated that processing style mediated the effect of color on the evaluation of the brand extension product by using a visual matching task. In addition, this research showed the moderating effect of brand slogan on brand extension evaluation. Participants in the blue-background condition evaluated the extension product (i.e., digital camera) more favorably when they were exposed to the abstract brand slogan, whereas participants in the red-background condition evaluated the extension product more favorably when they were exposed to the concrete brand slogan.     

形状-性别内隐联结及其对消费者形状偏好的影响

本文探讨了形状与性别之间的内隐联结及其对消费者形状偏好的影响。通过4个实验, 作者发现形状与性别之间存在内隐联结, 即圆润的形状与女性更相关, 而有棱角的形状与男性更相关。这一内隐联结被拓展到品牌感知上, 导致品牌的性别形象影响消费者对圆形或棱角形产品的偏好, 而感知匹配度在其中起中介作用。这些研究发现进一步丰富了现有关于形状偏好以及形状象征意义的文献, 并对视觉营销中的形状设计提供了重要的实践指导。     

The Use of Cues Depends on Goals: Store Reputation Affects Product Judgments When Social Identity Goals Are Salient

The role that a given cue plays in consumer judgments depends on the motive that is salient for the consumer. We focus on store reputation as a cue whose utilization can depend on salient goals. Research has suggested that store reputation does not influence product judgments when brand and price information are available. In 3 experiments, however, we show that when social identity goals are salient or are perceived as relevant to the product, store reputation (because it conveys image‐relevant information) is used in evaluations of product quality. Specifically, store reputation has an impact on product judgments when either (a) consumers’ social‐image goals are directly heightened or (b) an interdependent self‐construal, characterized by a greater concern with social identity, is salient. The role of product type in moderating these effects is also examined.     

Memory for syntax despite amnesia

Syntactic persistence is a tendency for speakers to reproduce sentence structures independently of accompanying meanings, words, or sounds. The memory mechanisms behind syntactic persistence are not fully understood. Although some properties of syntactic persistence suggest a role for procedural memory, current evidence suggests that procedural memory (unlike declarative memory) does not maintain the abstract, relational features that are inherent to syntactic structures. In a study evaluating the contribution of procedural memory to syntactic persistence, patients with anterograde amnesia and matched control speakers reproduced prime sentences with different syntactic structures; reproduced 0, 1, 6, or 10 neutral sentences; then spontaneously described pictures that elicited the primed structures; and finally made recognition judgments for the prime sentences. Amnesic and control speakers showed significant and equivalent syntactic persistence, despite the amnesic speakers' profoundly impaired recognition memory for the primes. Thus, syntax is maintained by procedural-memory mechanisms. This result reveals that procedural memory is capable of supporting abstract, relational knowledge.     

Exposure to Product Placement in Text Can Influence Consumer Judgments

Five experiments explored the consequences of exposure to product placement in text. In each experiment, participants read three short stories containing the names of several brand‐name products. When given a surprise judgment task asking them to rate their likelihood of purchasing a number of brands—some of which were placed and some of which were not placed—participants rated placed brands significantly higher than non‐placed brands. This effect of product placement was observed even when participants were warned about product placement prior to reading the stories, and even when participants reported having a negative opinion about product placement as a form of advertisement. Under some conditions, however, the effect did interact with brand familiarity, such that judgments of familiar brands were affected less by product placement than were judgments of unfamiliar brands. Copyright © 2014 John Wiley & Sons, Ltd.     

Impact of retailer image on private brand attitude: Halo effect and summary construct

The purpose of this article is to examine the influence of retailer image on consumers' attitude towards private brand. More specifically, we evaluate two alternative perspectives of retailer image—the halo effect and the summary construct—and include a moderator variable, consumer familiarity with a retailer's private label products, to discern which of the two models has better explanatory power. The findings indicate that there are moderating effects of consumer familiarity with a retailer's private brands and product categories in determining the efficacy of each model. In private brand foods, high familiarity is related to the summary construct model, and low familiarity is associated with the halo effect model. In private brand clothing, however, low familiarity is related to the halo effect model, but high familiarity is associated with both the halo effect and the summary construct model. Managerial and future research implications are also provided.     

The logo ‘visual thickness effect’: When and why it boosts brand personality

Although the literature suggests that logos impart symbolic meanings via visual elements that influence consumers' early evaluation of brands, few such elements have been studied, with others (e.g., logo thickness) awaiting scholarly investigation. According to the literature, visual thickness seems to influence perception of power and consumers' consequent judgments. This research tests and theorises the influence of the logo visual thickness effect on consumer behaviour. Results of five studies employing more than 4000 MTurk participants and 20 fictitious logos suggest that thick logos boost perception of brand personality mediated by a pronounced perception of brand power. In addition, the logo-thickness-induced perception of brand power is negatively moderated by consumers' level of perceived power of the self. Further, the perception of brand power induced by logo thickness is moderated by consumers' level of visuospatial sketchpad, meaning that people with high (vs. low) visuospatial sketchpad can cancel out the extraneous influence of logo thickness while evaluating the underlying brand, once the stimulus magnitude hits the salience threshold. Theoretical and managerial implications are accordingly provided.     

Extending the brand image on new products: the facilitative effect of happy mood states

• Investigates the influence of mood and brand favorability on the evaluation of brand extensions. It is argued that affective states have an impact on the likelihood that the evaluation of a new product is based on the implications of the brand rather than on the implications of the features of the new product. Specifically, participants reported more positive evaluations of a new product when it was introduced by a positive rather than a negative brand – and this differential impact of category information was more pronounced for participants in a positive compared to a neutral or a negative mood.

Copyright © 2007 John Wiley & Sons, Ltd.     

Brand names on packaging and their impact on purchase preference

This study examines whether appearance of corporate, product and dual brand names (or a combination of brand names used together) on packaging influence consumer purchase preference. The face‐to‐face survey consists of consumers rating their purchase preference on a 7‐point scale sixteen random brand names, and combinations of brand names on packaging along with three different prices, each for two product categories: chocolate and cereals – a total of 4032 observations are examined. Hypotheses are tested using multiple linear regression models. The findings show corporate, product and dual brand names have little impact on purchase preference per se, instead brand category dominance influence consumer choice, and corporate names do not add value as previously thought. The study suggests trends and contexts in which, a corporate name and a product brand name may be extended to optimise consumer brand associations and influence purchase, as well as strategies for extending in remote product categories. Future research needs focusing on international consumers' response on brand linkages in the international arena, and the issues of brand building and brand equity maintenance in international markets. The study makes contribution to brand extension, brand portfolio management and strategic brand management research. Copyright © 2011 John Wiley & Sons, Ltd.     

Structure mapping in spatial reasoning

Four experiments examined whether spatial reasoning about non-spatial concepts is based on mapping concepts to space according to similarities in relational structure. Six- and 7-year-old children without any prior graphing experience were asked to reason with graph-like diagrams. In Experiments 1 and 2, children were taught to map time and quantity to vertical and horizontal lines, and then were asked to judge the relative value of a second-order variable (rate) or a first-order variable (quantity) represented in a function line. Children’s judgments indicated that they mapped concepts to space by aligning similar relational structures: quantity judgments corresponded to line height, and rate judgments corresponded to line slope. These correspondences entail a mapping of first-order concepts to first-order spatial dimensions and second-order concepts to second-order spatial dimensions. Experiments 3 and 4 investigated the role of context in establishing relational structure. Children were taught to map age and rate (Experiment 3) or age and size (Experiment 4) to vertical and horizontal lines, and were then asked to judge the rate or the size represented by a function line. In this context, both rate and size were first-order variables, and children’s judgments corresponded to line height, also a first-order variable. The results indicate that spatial reasoning involves a structure-sensitive mapping between concepts and space.     

Disentangling the influence of attachment anxiety and attachment security in consumer formation of attachments to brands

This research investigates the formation of consumer attachments to brands contingent upon their attachment anxiety and security. An experiment utilizes a consumer sample and real brands across four product categories (apparel, body care, consumer electronics, and soft drinks) to test the relations between consumer–brand identification and brand attachment dependent on attachment anxiety and attachment security. Consistent with previous research, the findings initially confirm that consumer–brand identification relates positively to brand attachment. Prior work is extended, however, by demonstrating that attachment anxiety has a strong influence on this relationship by moderating the effect of consumer–brand identification on brand attachment but only under low attachment security and with women. Implications relate to attachment research and brand management. Copyright © 2013 John Wiley & Sons, Ltd.     

Persuasive Mechanisms of Nostalgic Brand Packages

Two studies investigate the relationships between consumers' involuntary autobiographical memories evoked by visual cues on brand packages, their judgments of authenticity, emotion, and behavioral intention. Study 1 employs actual brand packages to show that two forms of authenticity, indexicality (a genuine historic link to the past), and iconicity (a symbolic link) influence behavioral intention through the diverging emotion elicited by nostalgic memories and perceived persuasive intent. Study 2 replicates effect with more abstract package stimuli from another product category and demonstrates an attenuating effect of cognitive load on consumer perception of persuasive intent. These findings contribute to the literature by the following: (i) disentangling the knotted emotional and mnemonic structure of nostalgia in commercial contexts; (ii) providing convergent empirical evidence for the divergent roles of indexicality and iconicity as two previously under‐researched visual properties; and (iii) highlighting autobiographical memories and perceived persuasive intent as important mediators of effects on emotion. Copyright © 2013 John Wiley & Sons, Ltd.     

Assessing text representations with recognition: The interaction of domain knowledge and text coherence

Readers construct at least 2 interrelated mental representations when they comprehend a text: a textbase and a situation model. Two experiments were conducted with recognition memory to examine how domain knowledge and text coherence influence readers' textbase and situation-model representations. In Experiment 1, participants made remember-know judgments to text ideas. Knowledge and coherence interacted to influence remember judgments differently than know judgments. In Experiment 2, the authors used the process-dissociation procedure to obtain recollection and familiarity estimates. Knowledge and coherence interacted to influence recollection estimates but not familiarity estimates. The authors claim that recollection and familiarity can be used as markers of the different processes involved in constructing a textbase and a situation model.     

关系复杂性对关系类别间接性学习中选择性注意的影响

以大学生为被试,使用关系复杂性逐渐变化的实验材料——4特征复杂关系的虚拟外星生物、6特征复杂关系加二阶同功能简单关系的虚拟外星生物和6特征复杂关系加二阶异功能简单关系的虚拟外星生物,采用类别的间接性学习范式——个人功能预测的关系类别的间接性学习条件和参照性交流的关系类别的间接性学习条件,通过三个实验任务（功能预测、自由分类和维度选择）,探讨材料关系复杂性对关系类别间接性学习中选择性注意的影响。结果发现：随着关系复杂性的逐渐增高,被试的选择性注意水平不存在显著差异,但选择性注意的指向性存在极其显著差异,选择性注意的集中性（对无关维度的抑制）不存在显著差异;参照条件下被试选择性注意水平极其显著地高于个人条件,这种差异主要表现在选择性注意的指向性方面,而不表现在选择性注意的集中性（对无关维度的抑制）方面。