时间：2025年10月17日10：00

会议号: 875 3603 0586

会议链接：https://us06web.zoom.us/j/87536030586?pwd=SGxXOcu8NtNu2cffTldZEut2AM3XaM.1

Speaker: 陳培鳴（Vincent Chen)

Abstract:

Consumer perceptions of brands are rarely static. Consequently, successful branding demands timely and accurate tracking of the evolving dynamics of how consumers perceive brands. While measuring brand perception has long been a standard practice for marketers, a less recognized challenge of brand tracking is that the language describing attributes of brands—such as how Social a brand is—can itself change over time. In this paper, we propose the need to introduce a conceptual distinction between real and nominal measures of brand perception changes, as the latter can deviate substantially from the former due to changes in attribute meanings over time. Specifically, we develop a data-driven approach to dissociate real from nominal perception by accounting for changes in attribute meanings. We do so by leveraging time-aware natural language processing (NLP) models and brand tracking data covering 20 years between 2001 and 2020 to extract attribute meanings over time from contemporaneous longitudinal text corpora. We further present evidence supporting the validity of our decomposition using a combination of behavioral and NLP approaches. Taken together, this work expands the ability of researchers and practitioners to capture changes in brand perception over time and provides a theoretical foundation for understanding their managerial implications.

Introduction of Speaker

Vincent (Pei-Ming) Chen is a PhD Candidate in Behavioral Marketing at the University of California, Berkeley. Vincent’s research focuses on consumer cognition, especially consumers’ knowledge and memory in dynamic environments. His research examines how brand meaning evolves over time, how similarity and categorization influence consumer spending, and how false memories and communication cues affect brand judgments. These projects are unified by a core interest in how consumers’ mental representations guide judgment and behavior. Previously, he earned a B.S.E in Electrical Engineering and a B.S. in Mathematics from NTU, Taipei.