Are look-alikes confusing? The application of the DRM paradigm to test consumer confusion in counterfeit cases

Andrzej Falkowski , Justyna Olszewska , Joanna Ulatowska


The Deese–Roediger–McDermott (DRM) paradigm was used to investigate consumer confusion between original and look-alike brands. The results showed that look-alike brands were falsely recognized at a higher rate than original brands and that modality (audio, visual, and audiovisual) had no effect on false recognition rates. The results suggest that the DRM paradigm provides a useful tool for analyzing consumer confusion, brand substitution, and trademark infringement.
Author Andrzej Falkowski (Wydział Psychologii)
Andrzej Falkowski,,
- Wydział Psychologii
, Justyna Olszewska
Justyna Olszewska,,
, Joanna Ulatowska
Joanna Ulatowska,,
Journal seriesMarketing Letters, ISSN 0923-0645, (A 20 pkt)
Issue year2015
Publication size in sheets0.5
Keywords in EnglishDRM paradigm, Look-alike products, Original products, Consumer confusion, Memory distortions
ASJC Classification1406 Marketing; 2002 Economics and Econometrics; 1403 Business and International Management
Languageen angielski
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Score (nominal)20
Publication indicators Scopus SNIP (Source Normalised Impact per Paper): 2015 = 1.017; WoS Impact Factor: 2015 = 1.508 (2) - 2015=1.706 (5)
Citation count*16 (2021-03-05)
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