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Emotion‐Based Learning is Biased by Brand Logos
Author(s) -
Peatfield Nicholas,
Parkinson John,
Intriligator James
Publication year - 2012
Publication title -
applied cognitive psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.719
H-Index - 100
eISSN - 1099-0720
pISSN - 0888-4080
DOI - 10.1002/acp.2847
Subject(s) - psychology , irrational number , valence (chemistry) , loyalty , task (project management) , social psychology , logos bible software , perspective (graphical) , cognitive psychology , brand loyalty , advertising , marketing , physics , geometry , mathematics , management , quantum mechanics , artificial intelligence , computer science , economics , business , operating system
Summary Although decision making has historically been regarded as a cold and rational process, recent research has suggested that emotional factors are actually quite central to this fundamental process. By using a modified version of the Iowa gambling task, we measured how such brands impact decision making. Participants were asked firstly to rate their liking/loyalty towards numerous brands. Some of these rated brands were later superimposed onto the card decks in a subsequent Iowa gambling task. Results demonstrate that an individual's decision making is altered depending on the congruency between brand valence (liked/not) and the deck reward structure. This bias was sometimes advantageous and led to faster and more accurate decisions. From an applied perspective, the study suggests several ways in which brands can either enhance or inhibit new product success. More broadly, the research demonstrates a seemingly irrational effect of brands on behaviour. Copyright © 2012 John Wiley & Sons, Ltd.