Emotion-Based Learning is Biased by Brand Logos

Peatfield, N. and Parkinson, J. and Intriligator, J. (2012) Emotion-Based Learning is Biased by Brand Logos. Applied Cognitive Psychology, 26 ((5)). pp. 694-701. DOI: 10.1002/acp.2847

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Although decision making has historically been regarded as a cold and rational process, recent research has suggested that emotional factors are actually quite central to this fundamental process. By using a modified version of the Iowa gambling task, we measured how such brands impact decision making. Participants were asked firstly to rate their liking/loyalty towards numerous brands. Some of these rated brands were later superimposed onto the card decks in a subsequent Iowa gambling task. Results demonstrate that an individual's decision making is altered depending on the congruency between brand valence (liked/not) and the deck reward structure. This bias was sometimes advantageous and led to faster and more accurate decisions. From an applied perspective, the study suggests several ways in which brands can either enhance or inhibit new product success. More broadly, the research demonstrates a seemingly irrational effect of brands on behaviour.

Item Type: Article
Subjects: Research Publications
Departments: College of Health and Behavioural Sciences > School of Psychology
Date Deposited: 09 Dec 2014 16:50
Last Modified: 23 Sep 2015 03:12
ISSN: 1099-0720
URI: http://e.bangor.ac.uk/id/eprint/1214
Identification Number: DOI: 10.1002/acp.2847
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