TY - JOUR

T1 - Rapid response learning of brand logo priming

T2 - Evidence that brand priming is not dominated by rapid response learning

AU - Boehm, Stephan

AU - Smith, Ciaran

AU - Niklas, Muench

AU - Kirsty, Noble

AU - Atherton, Catherine

PY - 2018/8

Y1 - 2018/8

N2 - Repetition priming increases the accuracy and speed of responses to repeatedly processed stimuli. Repetition priming can result from two complementary sources: rapid response learning and facilitation within perceptual and conceptual networks. In conceptual classification tasks, rapid response learning dominates priming of object recognition, but it does not dominate priming of person recognition. This suggests that the relative engagement of network facilitation and rapid response learning depends on the stimulus domain. Here, we addressed the importance of the stimulus domain for rapid response learning by investigating priming in another domain, brands. In three experiments, participants performed conceptual decisions for brand logos. Strong priming was present, but it was not dominated by rapid response learning. These findings add further support to the importance of the stimulus domain for the relative importance of network facilitation and rapid response learning, and they indicate that brand priming is more similar to person recognition priming than object recognition priming, perhaps because priming of both brands and persons requiresindividuation.

AB - Repetition priming increases the accuracy and speed of responses to repeatedly processed stimuli. Repetition priming can result from two complementary sources: rapid response learning and facilitation within perceptual and conceptual networks. In conceptual classification tasks, rapid response learning dominates priming of object recognition, but it does not dominate priming of person recognition. This suggests that the relative engagement of network facilitation and rapid response learning depends on the stimulus domain. Here, we addressed the importance of the stimulus domain for rapid response learning by investigating priming in another domain, brands. In three experiments, participants performed conceptual decisions for brand logos. Strong priming was present, but it was not dominated by rapid response learning. These findings add further support to the importance of the stimulus domain for the relative importance of network facilitation and rapid response learning, and they indicate that brand priming is more similar to person recognition priming than object recognition priming, perhaps because priming of both brands and persons requiresindividuation.

KW - priming

KW - individuation

KW - network facilitation

KW - Rapid response learning

KW - brand logos

U2 - 10.1080/17470218.2017.1360922

DO - 10.1080/17470218.2017.1360922

M3 - Article

VL - 71

SP - 1807

EP - 1816

JO - Quarterly Journal of Experimental Psychology

JF - Quarterly Journal of Experimental Psychology

SN - 1747-0218

IS - 8

ER -