Neural Bases of Brand Reputation Effect on Extension Evaluation: An ERPs Study

Effects of smoking social cues on brand perception and smoking: an event-related potential study

Introduction

Smokers' dependence on tobacco products stems not only from substance addiction but also from social influences. While prior research has explored the impact of smoking action cues, it has largely overlooked smoking social cues and their role in shaping brand perception and smokers' willingness to pay (WTP), leaving a gap in understanding their interaction. This study addresses the gap by analyzing event-related potentials (ERPs) and behavioral decisions in response to smoking social and action cues.

Methods

Using a 2×2 design (social cues: present vs. absent; action cues: present vs. absent), we assessed brand perception, WTP, and N1 and P3 ERP amplitudes in 22 smokers (18 males, mean age 23.14 ± 1.60 years).

Results

Results showed that smoking social cues increased brand perception and WTP while reducing N1 amplitudes, indicating that the presence of smoking social cues interfere with the processing of smoking action stimuli.

Discussion

These findings highlights the importance of avoiding the simultaneous inclusion of social and action cues in anti-smoking advertisements, which also provide valuable insights for smoking cessation research.

Is Distant Extension Always Upset? Neural Evidence of Empathy and Brand Association Affect Distant Extension Evaluation

Distant brand extension as an essential strategy of obtaining benefits was highly focused on the normal marketing practice and academic research. In the current study, we aim to recognize that how individuals with different levels of empathy respond to distant extensions under corporate social responsibility (CSR) and corporate competence (CC) associations to explore the corresponding neural mechanisms using event-related potentials (ERPs). We divided subjects into two groups involving a high empathy (HE) group and a low empathy (LE) group according to an empathy measure questionnaire. The subjects first faced a brand name following the CSR or CC association descriptions, and then, they were asked to evaluate the new product of brand by a five-point scale. Current results revealed that the participants of the HE group were more apt to accept the distant extension products than those of the LE group. Additionally, in the HE group, products from a brand with CSR associations were more acceptable than CC associations. Moreover, a larger N2 amplitude was elicited in the LE group than in the HE group. For the LE group, an augment N2 was found under CSR than CC associations, reflecting that LE consumers might perceive conflict when evaluating distant extensions and allocate more cognitive resources to deal with CSR information. At the later stage, the HE group showed a greater P3 than the LE group. For the HE group, an increased P3 was elicited under CSR than CC associations, suggesting that empathic individuals might show motivational salience and helping willingness toward distant extension products, especially under the CSR scenario. These results provide potential electrophysiological evidence for the positive impact of brand associations on the evaluation of distant brand extension in the case of subdividing different empathic individuals.