Visual Attention Analysis on Mutated Brand Name using Eye-Tracking: A Case Study
Brand name plays a vital role for in-shop buying
behavior of consumers and mutated brand name may affect the
selling of leading branded products. In Indian market, there are many
products with mutated brand names which are either orthographically
or phonologically similar. Due to presence of such products, Indian
consumers very often fall under confusion when buying some
regularly used stuff. Authors of the present paper have attempted to
demonstrate relationship between less attention and false recognition
of mutated brand names during a product selection process. To
achieve this goal, visual attention study was conducted on 15 male
college students using eye-tracker against a mutated brand name and
errors in recognition were noted using questionnaire. Statistical
analysis of the acquired data revealed that there was more false
recognition of mutated brand name when less attention was paid
during selection of favorite product. Moreover, it was perceived that
eye tracking is an effective tool for analyzing false recognition of
brand name mutation.
[1] S. Baxter, C. Webster and C. Webster, "Naming brands: Implications
for children-s brand awareness," in proc. Anzmac Annu. Conf.,
organized by Department of Marketing, Monash University (Business
and Economics), 2009, pp. 1-7.
[2] T. Blackett, "Researching brand names," Marketing Intelligence and
Planning," Vol. 6, no. 3, pp. 5-8, 1988.
[3] Chan, A. K. K. "Localisation in international branding," Int. J. of
Advertising, vol. 9, no. l, pp. 81-91, 1990.
[4] L. D. Chernatony, and F.D. Riley, "Defining a "brand": Beyond the
literature with experts' interpretations," J. of Marketing Management,
vol.14, no. 5, pp. 417-443, 1998.
[5] M. Cheunga, A. S. Chanb, and S. L. Szeb, "Electrophysiological
correlates of brand names," Neuroscience Letters, vol. 485, pp. 178-
182, 2010.
[6] A. Chowdhury, S. M. Reddy and S. Karmakar, "Mutated/scrambled
brand name and its impact on market," in Emerging Issues in
Management and Behavioral Sciences. Delhi: Bharti Publications, A.
Kumar, Arshdeep and K. Singh, Eds. 2012, pp. 201-209.
[7] K. Demirci, "An approach to unorthodox spellings in trademarks," Bilig,
vol. 56, pp. 81-97, 2011.
[8] W. B. Dodds, K. B. Monroe, and D. Grewal, "Effects of price, brand,
and store information on buyers' product evaluations," J. of Marketing
Research, vol. 28, no.3, pp. 307, 1991.
[9] J. Duncan, "Cooperating brain systems in selective perception and
action," in Attention and Performance XVI. Cambridge: MIT Press, T.
Inui and J.L. McLeand, Eds. 1996, pp. 549-578.
[10] B. L. Lambert, K. Y. Chang, and S. J. Lin, "Effect of orthographic and
phonological similarity on false recognition of drug names," Social
Science & Medicine, vol. 52, no.12, pp. 1843-1857, 2001.
[11] K. Lamberts, "Information-accumulation theory of speeded
categorization," Psychological Review, vol. 107, pp. 227-260, 2000.
[12] T. R. Lee, D. L. Tang, and C. M. Tsai, "Exploring color preference
through eye tracking," Culture, Eurocongres S.A., 2005, pp. 333-336.
[13] Y. H. Lee, and K. S. Ang, "Brand name suggestiveness: A Chinese
language perspective," Int. J. of Research in Marketing, vol. 20, pp.
323-335, 2003.
[14] L. nOpatow, "From experience creating brand names that work," J. of
Product Innovation Management, Vol. 4, no.2, pp. 254-258, 1985.
[15] C. W. Park, B. J. Jaworski, and D. J. Macinnis, "Strategic brand concept
image management," J. of Marketing, Vol. 50, pp. 135-145, 1986.
[16] R. Pieters, and L. Warlop, "Visual attention during brand choice: The
impact of time pressure and task motivation," Int. J. of Research in
Marketing, vol. 16, pp. 1-17, 1999.
[17] H. Plassmann, T. Ambler, S. Braeutigam, and P. Kenning, "What can
advertisers learn from neuroscience?" Int. J. of Advertising, vol. 26, no.
2, pp. 151-175, 2007.
[18] P. V. Rataboli, and A. Garg, "Confusing brand names: Nightmare of
medical profession," J. of Postgraduate Medicine, vol. 51, no. 1, pp.
13-16, 2005.
[19] N. Ratnayake, A. J. Broderick, and R. L. C. Mitchell, "A neurocognitive
approach to brand memory," J. of Marketing Management, vol. 26, pp.
13-14, 2010.
[20] S. M. Reddy, A. Chowdhury, D. Chakrabarti and S. Karmakar, "Need of
visual behavioral study of Indian consumers," in Emerging Issues in
Management and Behavioral Sciences. Delhi: Bharti Publications, A.
Kumar, Arshdeep and K. Singh, Eds. 2012, pp. 285-293.
[21] B. R. Riegler, and G. L. R. Riegler, Cognitive psychology: Applying the
science of mind, Pearson Education: India, 2008.
[22] J. E. Russo, and F. Leclerc, "An eye-fixation analysis of choice
processes for consumer nondurables," J. of Consumer Research, vol. 21,
pp. 274-290, 1994.
[23] D. Shipley, G. J. Hooley, and S. Wallace, "The brand name development
process," Int. J. of Advertising, Vol. 7, no.3, pp. 253-266, 1988.
[24] B. Vanden-Bergh, K. Adler, and L. Oliver, "Linguistic distinction
among top brand names" J. of Advertising Research, Vol. 27, no.4, pp.
39-44, 1987.
[25] G. Vanil, M. G. Babu, and N. Panchanatham, "Toothpaste brands- a
study of consumer behavior in Bangalore city," J. of Economics and
Behavioral Studies, vol.1, no. 1, pp. 27-39, 2010.
[26] M. Wedel, and R. Pieters, "Eye tracking for visual marketing,"
Foundation and Trends in Marketing, vol. 1, no. 6, pp. 231-320, 2006.
[1] S. Baxter, C. Webster and C. Webster, "Naming brands: Implications
for children-s brand awareness," in proc. Anzmac Annu. Conf.,
organized by Department of Marketing, Monash University (Business
and Economics), 2009, pp. 1-7.
[2] T. Blackett, "Researching brand names," Marketing Intelligence and
Planning," Vol. 6, no. 3, pp. 5-8, 1988.
[3] Chan, A. K. K. "Localisation in international branding," Int. J. of
Advertising, vol. 9, no. l, pp. 81-91, 1990.
[4] L. D. Chernatony, and F.D. Riley, "Defining a "brand": Beyond the
literature with experts' interpretations," J. of Marketing Management,
vol.14, no. 5, pp. 417-443, 1998.
[5] M. Cheunga, A. S. Chanb, and S. L. Szeb, "Electrophysiological
correlates of brand names," Neuroscience Letters, vol. 485, pp. 178-
182, 2010.
[6] A. Chowdhury, S. M. Reddy and S. Karmakar, "Mutated/scrambled
brand name and its impact on market," in Emerging Issues in
Management and Behavioral Sciences. Delhi: Bharti Publications, A.
Kumar, Arshdeep and K. Singh, Eds. 2012, pp. 201-209.
[7] K. Demirci, "An approach to unorthodox spellings in trademarks," Bilig,
vol. 56, pp. 81-97, 2011.
[8] W. B. Dodds, K. B. Monroe, and D. Grewal, "Effects of price, brand,
and store information on buyers' product evaluations," J. of Marketing
Research, vol. 28, no.3, pp. 307, 1991.
[9] J. Duncan, "Cooperating brain systems in selective perception and
action," in Attention and Performance XVI. Cambridge: MIT Press, T.
Inui and J.L. McLeand, Eds. 1996, pp. 549-578.
[10] B. L. Lambert, K. Y. Chang, and S. J. Lin, "Effect of orthographic and
phonological similarity on false recognition of drug names," Social
Science & Medicine, vol. 52, no.12, pp. 1843-1857, 2001.
[11] K. Lamberts, "Information-accumulation theory of speeded
categorization," Psychological Review, vol. 107, pp. 227-260, 2000.
[12] T. R. Lee, D. L. Tang, and C. M. Tsai, "Exploring color preference
through eye tracking," Culture, Eurocongres S.A., 2005, pp. 333-336.
[13] Y. H. Lee, and K. S. Ang, "Brand name suggestiveness: A Chinese
language perspective," Int. J. of Research in Marketing, vol. 20, pp.
323-335, 2003.
[14] L. nOpatow, "From experience creating brand names that work," J. of
Product Innovation Management, Vol. 4, no.2, pp. 254-258, 1985.
[15] C. W. Park, B. J. Jaworski, and D. J. Macinnis, "Strategic brand concept
image management," J. of Marketing, Vol. 50, pp. 135-145, 1986.
[16] R. Pieters, and L. Warlop, "Visual attention during brand choice: The
impact of time pressure and task motivation," Int. J. of Research in
Marketing, vol. 16, pp. 1-17, 1999.
[17] H. Plassmann, T. Ambler, S. Braeutigam, and P. Kenning, "What can
advertisers learn from neuroscience?" Int. J. of Advertising, vol. 26, no.
2, pp. 151-175, 2007.
[18] P. V. Rataboli, and A. Garg, "Confusing brand names: Nightmare of
medical profession," J. of Postgraduate Medicine, vol. 51, no. 1, pp.
13-16, 2005.
[19] N. Ratnayake, A. J. Broderick, and R. L. C. Mitchell, "A neurocognitive
approach to brand memory," J. of Marketing Management, vol. 26, pp.
13-14, 2010.
[20] S. M. Reddy, A. Chowdhury, D. Chakrabarti and S. Karmakar, "Need of
visual behavioral study of Indian consumers," in Emerging Issues in
Management and Behavioral Sciences. Delhi: Bharti Publications, A.
Kumar, Arshdeep and K. Singh, Eds. 2012, pp. 285-293.
[21] B. R. Riegler, and G. L. R. Riegler, Cognitive psychology: Applying the
science of mind, Pearson Education: India, 2008.
[22] J. E. Russo, and F. Leclerc, "An eye-fixation analysis of choice
processes for consumer nondurables," J. of Consumer Research, vol. 21,
pp. 274-290, 1994.
[23] D. Shipley, G. J. Hooley, and S. Wallace, "The brand name development
process," Int. J. of Advertising, Vol. 7, no.3, pp. 253-266, 1988.
[24] B. Vanden-Bergh, K. Adler, and L. Oliver, "Linguistic distinction
among top brand names" J. of Advertising Research, Vol. 27, no.4, pp.
39-44, 1987.
[25] G. Vanil, M. G. Babu, and N. Panchanatham, "Toothpaste brands- a
study of consumer behavior in Bangalore city," J. of Economics and
Behavioral Studies, vol.1, no. 1, pp. 27-39, 2010.
[26] M. Wedel, and R. Pieters, "Eye tracking for visual marketing,"
Foundation and Trends in Marketing, vol. 1, no. 6, pp. 231-320, 2006.
@article{"International Journal of Business, Human and Social Sciences:49784", author = "Anirban Chowdhury and Sougata Karmakar and Swathi Matta Reddy and Sanjog J. and Subrata Ghosh and Debkumar Chakrabarti", title = "Visual Attention Analysis on Mutated Brand Name using Eye-Tracking: A Case Study", abstract = "Brand name plays a vital role for in-shop buying
behavior of consumers and mutated brand name may affect the
selling of leading branded products. In Indian market, there are many
products with mutated brand names which are either orthographically
or phonologically similar. Due to presence of such products, Indian
consumers very often fall under confusion when buying some
regularly used stuff. Authors of the present paper have attempted to
demonstrate relationship between less attention and false recognition
of mutated brand names during a product selection process. To
achieve this goal, visual attention study was conducted on 15 male
college students using eye-tracker against a mutated brand name and
errors in recognition were noted using questionnaire. Statistical
analysis of the acquired data revealed that there was more false
recognition of mutated brand name when less attention was paid
during selection of favorite product. Moreover, it was perceived that
eye tracking is an effective tool for analyzing false recognition of
brand name mutation.", keywords = "Brand Name Mutation, Consumer Behavior, Visual
Attention, Orthography", volume = "6", number = "8", pages = "1965-4", }