- 立正大学心理学研究所紀要 The journal of the Institute of Psycology, Rissho University (ISSN:13482777)
- no.11, pp.45-49, 2013
Visually similar products with each other are recently pervasive in the marketplace. Specifically, the products that are aimed at humorously imitating the originals are called "parody products". This study examined how consumers perceive the similar products including parody products. Research I investigated participants' general impressions (visual similarity, likeability, familiarity, and so on)of the similar products, and then found a positive correlation between the visual similarity and the difference in the ratings given to the other impressions between them. In Research II, the effects of prior stimuli on likeability to the original and parody products were investigated. Then, the different modulations of likeability between the original and parody were demonstrated when the original product was repeatedly presented as prior stimuli. These results suggest that consumers establish different representations for visually similar products, and importantly that they perceive the parody and its original in a totally different manner.