Peatfield Nicholas, Caulfield Joanne, Parkinson John, Intriligator James
School of Psychology, Bangor University, Bangor, Wales, LL57 2AS, United Kingdom.
Center for Mind/Brain Sciences, University of Trento, Rovereto (TN), Italy.
PLoS One. 2015 Nov 6;10(11):e0141787. doi: 10.1371/journal.pone.0141787. eCollection 2015.
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.
无论是在商店挑选糖果还是在网上挑选数码相机，消费者通常都有很多选择。面对如此丰富的选择，消费者必须运用各种认知、情感和启发式方法来筛选并抑制一些反应。在此，我们在一个“是/否”任务中使用品牌标志，以探究在呈现熟悉和不熟悉的标志时的抑制控制情况。结果显示，熟悉和不熟悉的标志在反应时间或错误率（CE）上没有差异。然而，参与者对熟悉品牌的反应总体上表现出更为谨慎的态度：在“是”试验中，他们对这些品牌的反应明显更慢且更不准确。这些发现表明，对于熟悉的品牌，抑制控制可以相当有效地发挥作用，但当这种抑制失效时，品牌强大的吸引力就会显现出来。
