Neural Pattern Similarity Reveals Brand Equity

In an fMRI study, we illustrate that mental association between a brand and a product category can be operationally defined as the similarity of neural patterns between the brand and the product category, which predicts the top-of-mind accessibility of the brand in the product category as measured by brand recall.



Citation:

Feng Sheng and Michael Platt (2018) ,"Neural Pattern Similarity Reveals Brand Equity", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 789-789.

Authors

Feng Sheng, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences

Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA

Read More

Featured

E13. Rooting for Rocky or Apollo? Underdog Narratives and Crowdfunding Success

Hua (Meg) Meng, Longwood University, USA
César Zamudio, Kent State University, USA
Yiru Wang, Kent State University, USA

Read More

Featured

Preferences for Insight and Effort Differ across Domains and Audiences

Gaetano Nino Miceli, University of Calabria
Irene Scopelliti, City University of London, UK
Maria Antonietta Raimondo, University of Calabria

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.