当扭曲的标志被认为是原始的?DRM程序在检测即时和延迟消费者错误中的作用

IF 1.3 4区 心理学 Q3 PSYCHOLOGY, APPLIED
Justyna Olszewska , Andrzej Falkowski , Amy Hodel , Brenna Prieto
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引用次数: 0

摘要

引言为了有效地应对市场,必须创建一个不同于竞争标志的标志。然而,不同公司的标志之间的相似之处足以误导消费者,这并不罕见。本文展示了DRM范式和原型理论如何用于研究在短期和长期记忆中对扭曲的熟悉和陌生徽标的正确和错误识别。方法采用改进的混合DRM程序对失真但感知相似的品牌图像进行测试。参与者进行了一项实验任务,测试了对徽标的短期和长期记忆。结果在短暂延迟后,熟悉和不熟悉的标志在记忆表现上没有差异。然而,在长期记忆中,识别这两种类型的标志之间出现了差异,对熟悉的图像产生了更多的错误。结论研究结果证实,DRM程序可以被营销人员成功地用作检测不公平竞争或推出新品牌的潜在工具。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
When distorted logos are recognized as original? The role of the DRM procedure in detection of immediate and delayed consumers’ errors
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来源期刊
CiteScore
2.20
自引率
20.00%
发文量
38
期刊介绍: The aim of the Revue européenne de Psychologie appliquée / European Review of Applied Psychology is to promote high-quality applications of psychology to all areas of specialization, and to foster exchange among researchers and professionals. Its policy is to attract a wide range of contributions, including empirical research, overviews of target issues, case studies, descriptions of instruments for research and diagnosis, and theoretical work related to applied psychology. In all cases, authors will refer to published and verificable facts, whether established in the study being reported or in earlier publications.
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