Rapid response learning of brand logo priming: Evidence that brand priming is not dominated by rapid response learning
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In: Quarterly Journal of Experimental Psychology, Vol. 71, No. 8, 08.2018, p. 1807-1816.
Research output: Contribution to journal › Article › peer-review
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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 -