What brand associations are

The American polyhistor Charles Sanders Peirce stated that association is the only active force in the mind; and since any meaning of a brand is created through countless associations among the brand users, branding seems to be a cognitive vis-à-vis semeiotic process. In literature on brands the concept of association is by no means new; however, if we take a look at some of the leading and dominant brand researchers, their definitions of associations seem to lack academic depth. We hope to contribute to this hitherto missing depth by applying Peirce’s understanding of associations.

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Charles Peirce and Bertrand Russell on Euclid

Revista Brasileira de História da Matemática ◽

10.47976/rbhm2019v19n3779-94 ◽

2020 ◽

Vol 19 (37) ◽

pp. 79-94

Author(s):

Irving Anellis

Keyword(s):

Deductive Reasoning ◽

Charles Sanders Peirce ◽

Diagrammatic Reasoning ◽

Bertrand Russell ◽

Mathematical Intuition ◽

Existential Graphs ◽

Charles Peirce ◽

The Mind ◽

Graphical System

Both Charles Sanders Peirce (1839–1914) and Bertrand Russell (1872–1970) held that Euclid’s proofs in geometry were fundamentally flawed, and based largely on mathematical intuition rather than on sound deductive reasoning. They differed, however, as to the role which diagramming played in Euclid’s emonstrations. Specifically, whereas Russell attributed the failures on Euclid’s proofs to his reasoning from diagrams, Peirce held that diagrammatic reasoning could be rendered as logically rigorous and formal. In 1906, in his manuscript “Phaneroscopy” of 1906, he described his existential graphs, his highly iconic, graphical system of logic, as a moving picture of thought, “rendering literally visible before one’s very eyes the operation of thinking in actu”, and as a “generalized diagram of the Mind” (Peirce 1906; 1933, 4.582). More generally, Peirce personally found it more natural for him to reason diagrammatically, rather than algebraically. Rather, his concern with Euclid’s demonstrations was with its absence of explicit explanations, based upon the laws of logic, of how to proceed from one line of the “proof” to the next. This is the aspect of his criticism of Euclid that he shared with Russell; that Euclid’s demonstrations drew from mathematical intuition, rather than from strict formal deduction.

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Insights from Brand Associations: Alcohol Brands and Automotive Brands in the Mind of the Consumer

Market-Tržište ◽

10.22598/mt/2019.31.1.97 ◽

2019 ◽

Vol 31 (1) ◽

pp. 97-121

Author(s):

László Kovács

Keyword(s):

Brand Associations ◽

The Mind

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How Homo economicus lost her mind and how we can revive her

Behavioral and Brain Sciences ◽

10.1017/s0140525x1800033x ◽

2018 ◽

Vol 41 ◽

Author(s):

Peter DeScioli

Keyword(s):

Economic Thought ◽

History Of Economic Thought ◽

Homo Economicus ◽

Economic Theories ◽

Target Article ◽

History Of ◽

The Mind ◽

And Behavior

AbstractThe target article by Boyer & Petersen (B&P) contributes a vital message: that people have folk economic theories that shape their thoughts and behavior in the marketplace. This message is all the more important because, in the history of economic thought, Homo economicus was increasingly stripped of mental capacities. Intuitive theories can help restore the mind of Homo economicus.

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