Two-Stage Categorization in Brand Extension Evaluation: Electrophysiological Time Course Evidence

Qingguo Ma; Cuicui Wang; Xiaoyi Wang

doi:10.1371/journal.pone.0114150

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Open Access

Peer-reviewed

Research Article

Two-Stage Categorization in Brand Extension Evaluation: Electrophysiological Time Course Evidence

Qingguo Ma ,

Contributed equally to this work with: Qingguo Ma, Cuicui Wang

Affiliations School of Management, Zhejiang University, Hangzhou, The People's Republic of China, Neuromanagement Lab, Zhejiang University, Hangzhou, The People's Republic of China
⨯
Cuicui Wang ,

Contributed equally to this work with: Qingguo Ma, Cuicui Wang

Affiliations School of Management, Zhejiang University, Hangzhou, The People's Republic of China, Neuromanagement Lab, Zhejiang University, Hangzhou, The People's Republic of China, School of Management, Hefei University of Technology, Hefei, The People's Republic of China
⨯
Xiaoyi Wang

* E-mail: kevinwxy@zju.edu.cn

Affiliations School of Management, Zhejiang University, Hangzhou, The People's Republic of China, Neuromanagement Lab, Zhejiang University, Hangzhou, The People's Republic of China
⨯

Two-Stage Categorization in Brand Extension Evaluation: Electrophysiological Time Course Evidence

Qingguo Ma,
Cuicui Wang,
Xiaoyi Wang

Published: December 1, 2014
https://doi.org/10.1371/journal.pone.0114150

About the Authors

Qingguo Ma

Contributed equally to this work with: Qingguo Ma, Cuicui Wang

Affiliations School of Management, Zhejiang University, Hangzhou, The People's Republic of China, Neuromanagement Lab, Zhejiang University, Hangzhou, The People's Republic of China

Cuicui Wang

Contributed equally to this work with: Qingguo Ma, Cuicui Wang

Affiliations School of Management, Zhejiang University, Hangzhou, The People's Republic of China, Neuromanagement Lab, Zhejiang University, Hangzhou, The People's Republic of China, School of Management, Hefei University of Technology, Hefei, The People's Republic of China

Xiaoyi Wang

* E-mail: kevinwxy@zju.edu.cn

Affiliations School of Management, Zhejiang University, Hangzhou, The People's Republic of China, Neuromanagement Lab, Zhejiang University, Hangzhou, The People's Republic of China

Competing Interests

The authors have declared that no competing interests exist.

Author Contributions

Conceived and designed the experiments: QM CW XW. Performed the experiments: CW XW. Analyzed the data: CW. Contributed reagents/materials/analysis tools: QM. Wrote the paper: CW XW.

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Event-related potentials
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Attention
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Electroencephalography
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Left hemisphere
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Conceptual semantics
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Marketing
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