title: Brands and Inhibition: A Go/No-Go Task Reveals the Power of Brand Influence.
abstract: 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.
authors.affiliation: School of Psychology, Bangor University, Bangor, Wales, LL57 2AS, United Kingdom.|Center for Mind/Brain Sciences, University of Trento, Rovereto (TN), Italy.
authors.forename: Nicholas
authors.initials: N
authors.lastname: Peatfield
authors.affiliation: School of Psychology, Bangor University, Bangor, Wales, LL57 2AS, United Kingdom.
authors.forename: Joanne
authors.initials: J
authors.lastname: Caulfield
authors.affiliation: School of Psychology, Bangor University, Bangor, Wales, LL57 2AS, United Kingdom.
authors.forename: John
authors.initials: J
authors.lastname: Parkinson
authors.affiliation: School of Psychology, Bangor University, Bangor, Wales, LL57 2AS, United Kingdom.
authors.forename: James
authors.initials: J
authors.lastname: Intriligator
mesh_terms: D001290:Attitude; D003071:Cognition; D003258:Consumer Behavior; D005260:Female; D006801:Humans; D007266:Inhibition, Psychological; D008297:Male; D010812:Physical Stimulation; D055815:Young Adult