Attachment–aversion (AA) model of customer–brand relationships

The present paper proposes a customer–brand relationships model and empirically tests the following: (1) brand–self distance and brand prominence as representing customers' attachment–aversion relationships (AA Relationships) with a brand, (2) key distinguishing differences between the AA Relationships measure and other alternative relationship measures (i.e., brand attachment, emotional valence and brand attitude strength) based on a set of dependent variables, (3) three key determinants of the AA Relationships and the underlying process between the AA Relationships and behavioral intentions and actual brand behaviors, and (4) customer age as moderating the customer–brand relationships specified in the nomological model of the AA Relationships. The results offer strong support for the unique and important contribution of the AA Relationships model as representing consumers' relationship valence with a brand and its salience.     

Differential brain responses when applying criterion attribute versus family resemblance rule learning

Subsystems of category learning have been identified on the basis of general domains of content (e.g., tools, faces). The present study examined categories from the standpoint of internal structure and determined brain topography associated with expressing two fundamentally different category rule structures (criterion attribute, CA, and family resemblance, FR). CA category learning involves processing stimuli by isolated features and classifying by properties held by all members. FR learning involves processing stimuli by integral wholes and classifying on overall similarity among members without sharing identical features. fMRI BOLD response to CA and FR categorization was measured with pseudowords as stimuli. Category knowledge for both tasks was mastered prior to brain imaging. Areas of activation emerged unique to the structure of each category and followed from the nature of the rule abstraction procedure. CA categorization was implemented by strong target monitoring and expectation (medial parietal), rule maintenance in working memory, feature selection processes (inferior frontal), and a sensitivity to high frequency components of the stimulus such as isolated features (anterior temporal). FR categorization, consistent with its multi-featural nature, involved word-level processing (left extrastriate) that evoked articulatory rehearsal (medial cerebellar). The data suggest category structure is an important determinant of brain response during categorization. For instance, anterior temporal structures may help attune visual processing systems to high frequency components to support the learning of criterial, highly predictive rules.     

Detection of gender-related categories by 10-month-old infants

Thirty-two 10-month-olds completed an habituation procedure where a male or female face was paired with a specific object. Results reveal 10-month-olds can form categories based on correlations among attributes of social information. Basic processes involved in gender role formation are present in 10-month-olds.     

Preferences for multi-attributed alternatives: Traces, dominance, and numerical representations

This paper analyzes conjoint measurement models allowing for intransitive and/or incomplete preferences. This analysis is based on the study of marginal traces induced on coordinates by the preference relation and uses conditions guaranteeing that these marginal traces are complete.Within the framework of these models, we propose a simple axiomatic characterization of preference relations compatible with the notion of dominance. We show that all such relations have a nontrivial numerical representation.Our results allow us to establish useful connections between two lines of thought in the area of decision analysis with multiple attributes that have largely remained unrelated: the one based on conjoint measurement and the one emphasizing the idea of dominance.     

An Influence of Product and Brand Name on Positive Affect: Implicit and Explicit Measures

Results of two studies indicated that tasting a familiar product designed to be refreshing (iced tea), without knowledge of the brand, induced positive affect, as did the gift-of-candy (not consumed) induction, used in many previous studies. As compared to controls, these participants showed more positive affect as reflected by 5 implicit measures and 2~explicit ratings of the refreshingness and pleasingness of the product. They performed significantly better on items from the Remote Associates Test (a test of creativity), generated more unusual and more pleasant first associates to a randomly selected letter of the alphabet, and to neutral words (the implicit measures). Results also indicated that similar affect did not arise when participants tasted a less liked, unfamiliar, brand of iced tea, without knowledge of the brand. However, when the brand name (a known brand) of that tea was presented with the less liked product sample, people who tasted that same tea showed positive affect responses on the implicit measures of affect and also explicitly rated the tea as more refreshing and pleasing than the unbranded version of the same tea.     

Exploring the emotional territory for brands

It has become a truism that brand marketing is in the business of selling emotional connections rather than product benefits. Because of the relatively small number of primary emotions, however, brands in the same categories often end up standing for the same sort of emotions. Let us face facts: telecoms brands either connect or empower people; most whisky brands tend to occupy the emotional territories of maturity or discernment; cleaning product brands have at their core the idea of the good carer, be it mother/father/spouse/self; many vodka and pre‐mix vodka brands play within the territory of transgression. Therefore, the key questions to ask about these brands are: What kind of connecting or empowerment? What kind of maturity? What kind of carer? What kind of transgression? It is this specific differentiated expression within an emotional territory that makes the difference between success and failure for brands. This paper highlights a different approach to exploring these emotional territories through using research stimulus (called Brandcepts) that can actively help respondents to make the sort of fine distinctions in the world of emotional territories that they would never be able to make on their own. Copyright © 2004 Henry Stewart Publications.     

Dimensions of brand purchasing behaviour: consumers in the 18–24 age group

This paper reports the results of a study of brand selection and loyalty within the 18–24 age group. The study explores brand loyalty behaviour across different product categories, and investigates the dimensions that drive loyalty behaviour within this age group. First, the construct of brand loyalty is defined, followed by an overview of key research in the area. Finally, the study itself is detailed. The study concludes that there is a significant difference in the degree of brand loyalty exhibited by the 18–24‐year‐old respondents across product categories. The dimensions of brand selection also vary by product type. Brand heritage in terms of parental influence was evident in coffee and toothpaste purchase, with brand as a reflection of self‐image being something that is important to clothing brands. Value and variety are important attributes of cereal brand selection. Copyright © 2004 Henry Stewart Publications Ltd.     

品牌人格研究述评

就像每个人都有独特的人格特征,使自己与别人不同一样,品牌也有自己的人格特征。近年来,市场竞争日趋激烈,出现了越来越多的品牌。同类产品的属性通常类似,这时,“身份”、“形象”或“品牌人格”就成为消费者区分产品的唯一因素。品牌人格概念越来越受到研究者的重视,但由于缺乏统一的概念和测量,研究受到了局限。本文总结了不同研究者提出的品牌人格概念,讨论了品牌人格测量方法和量表,并对今后的研究方向作了探讨。     

品牌不安全感的危害机制与化解策略

品牌不安全感是指消费者对某品牌存在潜在或现实威胁的主观感知和担忧。以往文献中, 与品牌不安全感有关的研究主要隐含在两个领域：一是以产品伤害危机为中心的品牌心智变化研究; 二是以企业伦理责任为中心的品牌心智变化研究。但这两个领域都尚未揭示消费者品牌不安全感的实质、心理表征、危害机制和预警功能等。品牌不安全感是消费者回避或拒绝某品牌的心理根源之一。因此基于产品伤害事件频发的事实和品牌心智理论, 有必要对品牌不安全感作系统研究, 具体探索品牌不安全感的本质内涵、导致品牌不安全感的威胁源、品牌不安全感的心理表征、危害机制、预防和化解策略、以及品牌心理安全管理理论等问题。     

规则空间模型在瑞文智力测验中的认知诊断分析

规则空间模型是一种基于统计模式识别和分类的认知诊断方法,此方法可以根据被试的作答反应,分析诊断被试的认知属性掌握情况。以往智力测验只是报告测验分数,对被试能力解释较为简单,缺乏必要的认知诊断分析。本文根据瑞文标准推理测验的难度层级特点,分析其所包含属性及其连接关系,并运用规则空间模型将所有被试划分在48种典型反应模式中,而且大部分被试都会集在几个典型反应模式中。本文对这些典型反应模式进一步分析被试的认知状态,并为教育辅导与人员选拔安排提供建议。