Categorical perception effects reflect differences in typicality on within-category trials

Many studies have shown better discrimination of two stimuli that cross a category boundary than of two stimuli belonging to the same category. This finding, known as categorical perception, is generally assumed to reflect consistently good performance on cross-category trials, relative to within-category trials. However, Roberson, D., Damjanovic, L., and Pilling, M. (Memory & Cognition, 35, 1814-1829, 2007) revealed that performance on within-category pairs of morphed facial expressions matched performance on cross-category trials when the target was a good exemplar of its category. Here, we investigate the generality of that finding by conducting new analyses of data from a series of studies of categorical perception in facial identity and color domains with speakers of different languages. Consistent with Roberson et al. (2007), the new analyses demonstrate that performance for central targets on within-category trials is as good as performance on cross-category trials. Participants perform badly on within-category items only when the target is closer to the category boundary than is the distractor. These results provide no support for the view that categorical perception is associated with increased perceptual sensitivity at category boundaries.     

品牌负面事件的溢出效应及影响因素述评

文章通过对品牌负面事件溢出效应文献的系统梳理,提出了目前研究主要从品牌组合或品牌联盟内部、竞争品牌或品类、品牌原产国及该国其他品牌三个视角出发展开,并据此详细解读了基于这三种视角的溢出效应的影响因素。文章还进一步对溢出效应的产生机制以及应对策略相关文献加以述评,进而提出未来研究的发展方向。     

低卷入情境中品牌远延伸的成功机制

品牌延伸是近年营销学界的一个研究热点。多数实证研究表明,母品牌认知、母品牌好感、延伸类别与母品牌类别之间的拟合度以及母品牌特定联想对品牌延伸评价有重要的影响作用。然而,已有理论在解释跨类别的远距离延伸的成功机制上比较乏力。本研究采用实证方法对这一点进行了补充。考虑到初始延伸评价所处的低卷入情境,概念层级较高的品牌相关变量在品牌远延伸评价中有重要的影响作用,本研究对三个品牌相关变量：品牌类别固着度、品牌抽象性与功能性特点、品牌声誉的主效应采用三个控制实验进行了测查。实验结果表明,较小的类别固着度,较高的品牌抽象性特点,以及较高的品牌声誉是品牌远延伸获得成功的机制保证。     

The categorical perception of colors and facial expressions: The effect of verbal interference

A series of five experiments examined the categorical perception previously found for color and facial expressions. Using a two-alternative forced-choice recognition memory paradigm, it was found that verbal interference selectively removed the defining feature of categorical perception. Under verbal interference, there was no longer the greater accuracy normally observed for cross-category judgments relative to within-category judgments. The advantage for cross-category comparisons in memory appeared to derive from verbal coding both at encoding and at storage. It thus appears that while both visual and verbal codes may be employed in the recognition memory for colors and facial expressions, subjects only made use of verbal coding when demonstrating categorical perception.     

The effect of Stroop interference on the categorical perception of color

In two experiments, we examined the effects of Stroop interference on the categorical perception (CP; better cross-category than within-category discrimination) of color. Using a successive two-alternative forced choice recognition paradigm (deciding which of two stimuli was identical to a previously presented target), which combined to-be-remembered colors with congruent and incongruent Stroop words, we found that congruent color words facilitated CP, whereas incongruent color words reduced CP. However, this was the case only when Stroop interference was presented together with the target color, but not when Stroop stimuli were introduced at the test stage. This suggests that target name, but not test name generation, affects CP. Target name generation may be important for CP because it acts as a category prime, which, in turn, facilitates cross-category discrimination.     

A dual-process model of brand extension: Taxonomic feature-based and thematic relation-based similarity independently drive brand extension evaluation

The success of a brand extension depends largely on the similarity between the brand and its extension product. Recent psychological and neuroscientific evidence supports a dual-process model that distinguishes taxonomic feature-based similarity from thematic relation-based similarity. In addition to providing a parsimonious organizational framework for prior brand extension research, this dual-process model also provides novel predictions about the processing and evaluation of taxonomic brand extensions (e.g., Budweiser cola) and thematic brand extensions (e.g., Budweiser chips). Results indicate that taxonomic and thematic similarities independently contribute to branding professionals' and lay consumers' evaluations of real and hypothetical brand extensions (Studies 1A and 1B). Counter-intuitively, thematic brand extensions are processed more rapidly (Study 2), judged more novel, and evaluated more positively than taxonomic extensions (Study 3). When induced to consider the commonalities between the brand and the extension product, however, taxonomic extensions are judged more novel and evaluated more positively (Study 3). Implications for brand extension and marketing more generally are discussed.     

The Effect of Mental Simulation (Process‐ Versus Outcome‐Focus) on Extension Evaluation:A Bipolarized Fit Perception

The present research investigates perceived fit effects according to the focus that consumers place when evaluating brand extensions. Process‐focus encourages consumers to focus their thoughts on the process of reaching an outcome, thereby affecting extension evaluations on the basis of the process similarity between the original brand and its extensions. Conversely, outcome‐focus encourages consumers to focus their thoughts on the final outcome, thereby affecting extension evaluations on the basis of the final outcome similarity between the original brand and its extensions. With this conceptual framework, the present research demonstrated that for the process‐focus condition, the extension was evaluated more favorably when the similarity between the process of the original brand and the process of its extension was present (Study 1). By contrast, for the outcome‐focus condition, the extension was evaluated more favorably when the similarity between the final outcome of the original brand and the final outcome of its extension was present (Study 2).     

Design in the Local Economy: Location Factors and Externalities of Design

This article deals with the relation between design and local economy. The study explains the mechanisms, which lead innovative and knowledge intensive activities to concentrate in metropolises and major cities. In addition, there is a tendency that within cities, these activities concentrate to certain locations. Intensive and easy communication with deep social dimension connected to it creates positive externalities and spillover effects of knowledge. This is fruitful not only for the design business itself but also to a large extent to other innovative activities. The location of design industry is illustrated by empirical data in the Helsinki Metropolitan Area, Finland. Design has a great significance for brand and value creation processes of many important, global businesses, like mobile phone industry or machinery, in addition to design industries itself. Via this, link design firms together with research and education institutions are an important part of the global industrial clusters.     

The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification

This study investigated the effect of brand personality on brand asset management by using the concept of consumers' identification with a brand. The focus was on one important type of high-technology product, the cellular phone. The authors develop a conceptual framework to explain the effect of brand identification on brand loyalty. The important variables of this framework include the attractiveness of the brand personality, the distinctiveness of the brand personality, the self-expressive value of the brand personality, positive word-of-mouth reports of the brand, and brand loyalty. The empirical results indicated that there are positive relationships between attractiveness, distinctiveness, and self-expressive value of brand personality. These relationships had a statistically significant effect on consumers' identification with a brand. Furthermore, brand identification had a direct effect on word-of-mouth reports and an indirect effect on brand loyalty. The theoretical and managerial implications of the empirical results are presented, and suggestions are made regarding both the limitations of the present study and future directions for research.     

Acquisition of basic object categories

Two implications of best-example theory for category acquisition were considered. The first is that categories which people acquire based on initial exposure to good exemplars should be learned more easily and (at first) more accurately than categories based on initial exposure to poor exemplars. The second is that people should generally learn that the best exemplars are category members, before learning that the poor exemplars are category members. These implications are based on the premise that people generalize based on similarity, and that the best example has maximal within-category similarity and minimal extra-category similarity, while the poor examples have minimal within-category similarity and relatively high extra-category similarity. Both implications were strongly supported by the present research. It was also found that when pressure to communicate was removed, comprehension and production of category names were virtually identical. The predictions of best-example theory concerning the conceptual structures underlying the words used by children who are just beginning to talk were discussed briefly. This research also allowed the replication of several important categorization results which had previously been found with real-world categories, with a set of artificial concrete object categories.     

The cost of categorization in visual search: Incomplete processing of targets and field items

A partial processing hypothesis is proposed to account for performance under a visual search condition where target and field items belong to the different conceptual categories, letter and digit (between-category search), as compared to a condition in which they belong to the same category (within-category search). This hypothesized mechanism implies that less information is registered and/or retained in between- than in within-category search. This prediction was tested and confirmed in three experiments. The results indicate that both targets and field items are processed less deeply in between- than in within-category search.     

A Cognitive Model of Customer‐Based Brand Equity for Frequently Purchased Products: Conceptual Framework and Empirical Results

The main purpose of this research is to identify the underlying cognitive structure of brand equity. Existing research on brand equity is used to identify 4 cognitive “components” of customer‐based brand equity. These are labeled as global brand attitude, strength of preference, brand knowledge, and brand heuristic. A conceptual framework of how these components (or subconstructs) are interrelated is proposed and empirically tested using data from 2 frequently purchased product categories. Covariance structure modeling is used as the analysis methodology. The results indicate that all the identified cognitive components are important determinants of customer‐based brand equity. Specifically, the brand heuristic component serves as an important mediator in 2 “cognitive chains” that link global brand attitude to brand knowledge and global brand attitude to strength of preference, respectively. The study findings have important implications for designing equity maintenance strategies for frequently purchased products.     

Informational and motivational influences on consumer evaluations of line and brand extensions

Line and brand extensions have been the basis for strategic growth for many firms during the past decade. This paper examines how consumers react to these strategies. The results of the study reveal that when consumers evaluate a line/brand extension, they engage in one of the three cognitive processes: category-based (or assimilation), contrast, and piecemeal processes. The results also show that these different types of processes are determined by (a) the degree of (in)consistency between the brand information and category expectations and (b) the level of motivation to process the brand information. Implications of the results for consumer information processing as well as for line/brand extension strategies in the marketplace are discussed.     

When communication challenges brand associations: a framework for understanding consumer responses to brand image incongruity

• In this conceptual paper, the authors review literature on how consumers react when a piece of brand communication is incongruent with established brand associations. Although brand experts typically criticize such brand image incongruity, it is a fact that companies do communicate in a way that challenges existing associations, for example in advertising or when launching brand extensions. The article integrates previous work—which has been scattered across several poorly connected domains—into a coherent framework. The authors propose effects of brand image incongruity on consumers' processing and evaluation. They also identify marketing implications and avenues for future research. The propositions imply opportunities for brand management, thus suggesting the need for a balanced view on brand image incongruity.

Copyright © 2006 John Wiley & Sons, Ltd.     

Isolating the typicality effect in semantic memory

An experiment was conducted to isolate the typicality effect in the overall categorization process. Subjects were required to indicate whether or not a probe word was a member of one of a variable number of categories held in memory. The typicality of the probe word, with respect to its superordinate category, was varied as was the physical quality of the probe. These manipulations were designed to test predictions drawn from Collins and Loftus (1975) and Anderson and Reder (1974), as well as a prediction based on the well-known effect of semantic context on word perception. A fourth prediction was drawn from a proposed model which postulates successive access of categories and locates the typicality effect in a within-category search stage. Typicality proved to be additive with stimulus quality and set size, but interacted with response type. These results were interpreted as support for the successive-access within-category search model while disconfirming the alternative predictions.     

The consumer psychology of brands

This article presents a consumer-psychology model of brands that integrates empirical studies and individual constructs (such as brand categorization, brand affect, brand personality, brand symbolism and brand attachment, among others) into a comprehensive framework. The model distinguishes three levels of consumer engagement (object-centered, self-centered and social) and five processes (identifying, experiencing, integrating, signifying and connecting). Pertinent psychological constructs and empirical findings are presented for the constructs within each process. The article concludes with research ideas to test the model using both standard and consumer-neuroscience methods.     

A conflict-based model of color categorical perception: evidence from a priming study

Categorical perception (CP) of color manifests as faster or more accurate discrimination of two shades of color that straddle a category boundary (e.g., one blue and one green) than of two shades from within the same category (e.g., two different shades of green), even when the differences between the pairs of colors are equated according to some objective metric. The results of two experiments provide new evidence for a conflict-based account of this effect, in which CP is caused by competition between visual and verbal/categorical codes on within-category trials. According to this view, conflict arises because the verbal code indicates that the two colors are the same, whereas the visual code indicates that they are different. In Experiment 1, two shades from the same color category were discriminated significantly faster when the previous trial also comprised a pair of within-category colors than when the previous trial comprised a pair from two different color categories. Under the former circumstances, the CP effect disappeared. According to the conflict-based model, response conflict between visual and categorical codes during discrimination of within-category pairs produced an adjustment of cognitive control that reduced the weight given to the categorical code relative to the visual code on the subsequent trial. Consequently, responses on within-category trials were facilitated, and CP effects were reduced. The effectiveness of this conflict-based account was evaluated in comparison with an alternative view that CP reflects temporary warping of perceptual space at the boundaries between color categories.     

Neurophysiological evidence for categorical perception of color

The aim of this investigation was to examine the time course and the relative contributions of perceptual and post-perceptual processes to categorical perception (CP) of color. A visual oddball task was used with standard and deviant stimuli from same (within-category) or different (between-category) categories, with chromatic separations for within- and between-category stimuli equated in Munsell Hue. CP was found on a behavioral version of the task, with faster RTs and greater accuracy for between- compared to within-category stimuli. On a neurophysiological version of the task, event-related potentials (ERPs) showed earlier latencies for P1 and N1 components at posterior locations to between- relative to within-category deviants, providing novel evidence for early perceptual processes on color CP. Enhanced P2 and P3 waves were also found for between- compared to within-category stimuli, indicating a role for later post-perceptual processes.     

Is color “categorical perception” really perceptual?

Roberson and Davidoff (2000) found that color categorical perception (CP; better cross-category than within-category discrimination) was eliminated by verbal, but not by visual, interference presented during the interstimulus interval (ISI) of a discrimination task. On the basis of this finding, Roberson and Davidoff concluded that CP was mediated by verbal labels, and not by perceptual mechanisms, as is generally assumed. Experiment 1 replicated their results. However, it was found that if the interference type was uncertain on each trial (Experiment 2), CP then survived verbal interference. Moreover, it was found that the target color name could be retained across the ISI even with verbal interference (Experiment 3). We therefore conclude that color CP may indeed involve verbal labeling but that verbal interference does not necessarily prevent it.     

Mood and Brand Extension Judgments: Asymmetric Effects for Desirable Versus Undesirable Brands

Although prior research (e.g., Barone, Miniard, & Romeo, 2000) has examined positive mood's impact on extensions of evaluations offered by favorably‐evaluated core brands, unknown is whether mood might also influence extension evaluations associated with an unfavorably‐evaluated brand. This research provides evidence of an asymmetrical effect of mood for extensions offered by desirable versus undesirable brands. When a favorably‐evaluated core brand was involved, positive mood facilitated extension evaluations to a greater extent for moderate extensions than for near and far extensions. In contrast, mood failed to enhance the evaluations of any type of extension introduced by an undesirable core brand.