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

Making Sense of Spontaneity: In-The-Moment Decisions Promote More Meaningful Experiences

Jacqueline R. Rifkin, Duke University, USA
Keisha Cutright, Duke University, USA

Read More

Featured

The Experiential Advantage: A Meta-Analysis

Evan Weingarten, University of California San Diego, USA
Joseph K Goodman, Ohio State University, USA

Read More

Featured

Meaningfulness in New Products: Conceptualization and Measurement

Maria Sääksjärvi, Delft University of Technology, The Netherlands
Katarina Hellén, Univeristy of Vaasa

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.