Porth Ymchwil

Brands and Inhibition: A Go/No-Go Task Reveals the Power of Brand Influence

Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid

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Brands and Inhibition: A Go/No-Go Task Reveals the Power of Brand Influence. / Parkinson, J.A.; Intriligator, J.M.; Peatfield, N. et al.
Yn: PLoS ONE, Cyfrol 10, Rhif 11, 06.11.2015, t. Article Number: e0141787.

Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid

HarvardHarvard

Parkinson, JA, Intriligator, JM, Peatfield, N, Caulfield, J, Parkinson, J & Intriligator, J 2015, 'Brands and Inhibition: A Go/No-Go Task Reveals the Power of Brand Influence', PLoS ONE, cyfrol. 10, rhif 11, tt. Article Number: e0141787. https://doi.org/10.1371/journal.pone.0141787

APA

Parkinson, J. A., Intriligator, J. M., Peatfield, N., Caulfield, J., Parkinson, J., & Intriligator, J. (2015). Brands and Inhibition: A Go/No-Go Task Reveals the Power of Brand Influence. PLoS ONE, 10(11), Article Number: e0141787. https://doi.org/10.1371/journal.pone.0141787

CBE

Parkinson JA, Intriligator JM, Peatfield N, Caulfield J, Parkinson J, Intriligator J. 2015. Brands and Inhibition: A Go/No-Go Task Reveals the Power of Brand Influence. PLoS ONE. 10(11):Article Number: e0141787. https://doi.org/10.1371/journal.pone.0141787

MLA

Parkinson, J.A. et al. "Brands and Inhibition: A Go/No-Go Task Reveals the Power of Brand Influence". PLoS ONE. 2015, 10(11). Article Number: e0141787. https://doi.org/10.1371/journal.pone.0141787

VancouverVancouver

Parkinson JA, Intriligator JM, Peatfield N, Caulfield J, Parkinson J, Intriligator J. Brands and Inhibition: A Go/No-Go Task Reveals the Power of Brand Influence. PLoS ONE. 2015 Tach 6;10(11):Article Number: e0141787. doi: 10.1371/journal.pone.0141787

Author

Parkinson, J.A. ; Intriligator, J.M. ; Peatfield, N. et al. / Brands and Inhibition: A Go/No-Go Task Reveals the Power of Brand Influence. Yn: PLoS ONE. 2015 ; Cyfrol 10, Rhif 11. tt. Article Number: e0141787.

RIS

TY - JOUR

T1 - Brands and Inhibition: A Go/No-Go Task Reveals the Power of Brand Influence

AU - Parkinson, J.A.

AU - Intriligator, J.M.

AU - Peatfield, N.

AU - Caulfield, J.

AU - Parkinson, J.

AU - Intriligator, J.

PY - 2015/11/6

Y1 - 2015/11/6

N2 - Whether selecting a candy in a shop or picking a digital camera online, there are usually many options from which consumers may choose. With such abundance, consumers must use a variety of cognitive, emotional, and heuristic means to filter out and inhibit some of their responses. Here we use brand logos within a Go/No-Go task to probe inhibitory control during the presentation of familiar and unfamiliar logos. The results showed no differences in response times or in commission errors (CE) between familiar and unfamiliar logos. However, participants demonstrated a generally more cautious attitude of responding to the familiar brands: they were significantly slower and less accurate at responding to these brands in the Go trials. These findings suggest that inhibitory control can be exercised quite effectively for familiar brands, but that when such inhibition fails, the potent appetitive nature of brands is revealed.

AB - Whether selecting a candy in a shop or picking a digital camera online, there are usually many options from which consumers may choose. With such abundance, consumers must use a variety of cognitive, emotional, and heuristic means to filter out and inhibit some of their responses. Here we use brand logos within a Go/No-Go task to probe inhibitory control during the presentation of familiar and unfamiliar logos. The results showed no differences in response times or in commission errors (CE) between familiar and unfamiliar logos. However, participants demonstrated a generally more cautious attitude of responding to the familiar brands: they were significantly slower and less accurate at responding to these brands in the Go trials. These findings suggest that inhibitory control can be exercised quite effectively for familiar brands, but that when such inhibition fails, the potent appetitive nature of brands is revealed.

U2 - 10.1371/journal.pone.0141787

DO - 10.1371/journal.pone.0141787

M3 - Article

VL - 10

SP - Article Number: e0141787

JO - PLoS ONE

JF - PLoS ONE

SN - 1932-6203

IS - 11

ER -