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Batykov I.V. [Sociological measurement of similarity to the extent of confusion: analysis of the influence of the uniformity factor of goods and services] World of Science. Series: Sociology, Philology, Cultural Studies, 2020, Vol. 11, No. 2. Available at: https://sfk-mn.ru/PDF/41SCSK220.pdf (in Russian).

Sociological measurement of similarity to the extent of confusion: analysis of the influence of the uniformity factor of goods and services

Batykov Ivan Vladimirovich
Federal center of theoretical and applied sociology of the Russian academy of sciences, Moscow, Russia
E-mail: ivbatykov@socexpertiza.ru

Abstract. The article presents the results of an empirical study aimed at determining how much uniformity of goods or services determines the situation with confusion of trademarks in the minds of consumers. The experiment was conducted on the basis of a system of empirical indicators proposed by the author in relation to trademarks. Respondents in the study were randomly selected into experimental and control groups. In the experimental group, respondents were presented with pairs of trademarks obtained by slightly changing the “original”, and therefore obviously similar to the extent of confusion. In the control group, respondents compared pairs of brands that were not similar, that is they were obviously not similar to the extent of confusion. Both sub-samples (control and experimental) evaluated materials of two types: with a high degree of uniformity of goods and services and with a low degree of uniformity of goods and services. The hypothesis of the study was that more uniform products or services generate a greater likelihood of similarity to the extent of confusion between their brands. The results of the study suggest that the hypothesis that uniformity degree of goods influences the indicators of similarity to the extent of confusion is confirmed – for more uniform goods and services, the levels of the used indicators of confusion were higher. Also, the results of the study propose a conclusion that such a criterion of confusion as identification of manufacturers has demonstrated uneven effectiveness – in the case of heterogeneous goods, the value of this criterion is lower both in the situation of absence and in the situation of the presence of confusion. The results indicate that the interpretation of data obtained in sociological surveys based on the criterion of identification of producers should consider the degree of uniformity of goods. The author also outlines the direction of further research, which consists in the construction of models of interaction between factors that affect similarity to the extent of confusion, and in the empirical verification of these models.

Keywords: trademark; uniformity of goods and services; consumer consciousness; confusion of trademarks; intellectual property; sociological expertise

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