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Exploring the effect of incidental priming when measuring trademark genericism

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Listed:
  • Robert A. Peterson

    (The University of Texas at Austin)

  • Jeffrey A. Peterson

    (TFIN & Associates)

Abstract

Because trademarks are among a company’s most valuable assets, disputes arise as to whether a particular word or term is a registered trademark, is capable of becoming a registered trademark, or is simply a generic term, one that anyone can use. The present research explored the possible effect of incidental priming when measuring trademark genericism using a popular survey approach. Four case studies were examined, and two online experiments were conducted to investigate the extent to which placeholder terms immediately preceding a target term can prime or influence categorization of that target term as a brand name or common name. The results of the case studies and experiments revealed that priming can have a significant but nuanced influence on perceptions of terms as brand names or common names.

Suggested Citation

  • Robert A. Peterson & Jeffrey A. Peterson, 2025. "Exploring the effect of incidental priming when measuring trademark genericism," Journal of Brand Management, Palgrave Macmillan, vol. 32(2), pages 79-93, March.
    • Handle: RePEc:pal:jobman:v:32:y:2025:i:2:d:10.1057_s41262-024-00369-6
    DOI: 10.1057/s41262-024-00369-6
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    References listed on IDEAS

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    1. Nedungadi, Prakash, 1990. "Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 263-276, December.
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    3. Landes, William M & Posner, Richard A, 1987. "Trademark Law: An Economic Perspective," Journal of Law and Economics, University of Chicago Press, vol. 30(2), pages 265-309, October.
    4. Peterson, Robert A., 2005. "Response construction in consumer behavior research," Journal of Business Research, Elsevier, vol. 58(3), pages 348-353, March.
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