Michel Wedel holds the PepsiCo Chair in Consumer Science at the Robert H. Smith School of Business at the University of Maryland. His main research interest is in Consumer Science: the application of statistical and econometric methods to further the understanding of consumer behavior. His recent research focuses on eye tracking to evaluate visual marketing effectiveness.
Abstract:”Copy Alert: A Method and Metric to Detect Visual Copycat Brands”
The authors propose a method and metric to quantify consumer confusion between leading brands and copycat brands due to the visual similarity of their packaging designs. The method has three components. First, image-processing techniques establish the objective similarity of the packages of leading and copycat brands based on their colors and textures. Second, a perceptual decision task (triangle test) assesses the accuracy and speed with which consumers can identify differences between brands from rapidly (300 msec.) flashed images of their packages. Third, a competing accumulator model describes the buildup of evidence on each of the alternative brands during consumers’ perceptual decisions, and predicts the accuracy and response time of brand identification. Jointly, this establishes the impact that the visual features of copycat packaging has on consumer confusion. The method is applied in a test of experimentally-designed and market copycats in fifteen product categories. A three-tiered metric (Copy-Alert, Copy-Warning, Copy-Safe) establishes to what extent copycat brands imitate the package designs of target brands, and which visual features are responsible for this.
|ID||Event Name||Duration||Başlangıç Tarihi:|
|2014 Yılı Kümpem Forum Perakende Konferansı – Akademik Gün||8 Hours||May 16, 2014|
|2014 Yılı Kümpem Forum Perakende Konferansı – Sektör Günü||8.5 Hours||May 15, 2014|