Controlled categorisation processing in brand extension evaluation by Indo-European language speakers. An ERP study

摘要

The purpose of our experiment was to test event-related potentials (ERP) accompanying the process of brand extension evaluation in people speaking Indo-European languages. The experimental procedure consisted of sequential presentations of pairs of stimuli; namely, a beverage brand name and a product name. The products fell into the category of beverages (congruent trials) or clothes (incongruent trials). In the response condition (RC), the participants decided whether they accepted the product as an extension of the brand. In the no-response condition (NRC), the participants' task was to attend the stimuli and try to remember them.