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

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

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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.

Item Type: Article
Subjects: Research Publications
Departments: College of Health and Behavioural Sciences > School of Psychology
Date Deposited: 08 Dec 2015 03:36
Last Modified: 16 Dec 2015 03:38
ISSN: 1932-6203
URI: http://e.bangor.ac.uk/id/eprint/5931
Identification Number: DOI: 10.1371/journal.pone.0141787
Publisher: Public Library of Science (PLOS)
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