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October 2015 eNewsletter

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October 2015 eNewsletter

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Focus on Physiology Newsletter

Behavioral Marketing and
Brand Recognition

Brand recognition or brand awareness is the extent to which a brand is identified by prospective consumers, and is correctly associated with a particular product, such as soft drinks or car logos. Usually expressed as a percentage of the “target” market, brand recognition is the primary goal of advertisers in the early stages of a product's marketing campaign.

Brand recognition is related to the functions of brand identities in consumers’ memories and can be reflected by how well the consumers can identify the brand under varying conditions. Brand awareness includes “brand recognition” and “brand recall.” Brand recognition refers to the ability to correctly identify the brand they had previously been exposed to. This does not require that the consumers identify the actual brand name, but instead, it can mean there is a response to a certain brand after seeing the packaging images. Brand recall is the ability to correctly reproduce and retrieve the specific brand in their memory. A brand name that is so well known is commonly referred to as a “household name.”

This lab looks at how quickly subjects respond to various product logos based on how recognizable they are. Optional experiments can look at skin conductance, pulse and heart rate, and even how much they "like" or "dislike" the logo begin shown.

In this Issue


Behavioral Marketing and Brand Recognition Lab



-New Behavioral Marketing Kit


Web Resources


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Download the Behavioral Marketing and Brand Recognition Experiment:

Open version (iWorx users with LabScribe settings file) (.zip)

Locked version (.pdf)

Introducing the iWorx Behavioral Marketing Kit

Behavioral-Marketing-Kit_25iWorx BMK-TA Behavioral Marketing Kit provides researchers with the tools to investigate the relationship between the human mind (psychology) and the physiological responses to what is being demonstrated. The kit includes a data recorder and all of the sensors needed to record physiological signals and perform cognitive and normative analyses.

More information

Web Resources

More information on behavioral marketing and other Web resources.


Society for Neuroscience Annual Meeting 2015
October 17 - 21, 2015
McCormick Place
Chicago, IL

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