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113 Trademark Rep. 789 (2023)
A New Addition to the Trademark Litigator's Tool Kit: A Neuroscientific Index of Mark Similarity

handle is hein.journals/thetmr113 and id is 829 raw text is: The Trademark Reporter A NEW ADDITION TO THE TRADEMARK LITIGATOR'S TOOL KIT: A NEUROSCIENTIFIC INDEX OF MARK SIMILARITY By Mark Bartholomew,* Zhihao Zhang,** Ming Hsu,*** Andrew Kayser,**** and Femke van Horen***** TABLE OF CONTENTS I. Introduction .............................................................................. 790 II. Problems in Estimating Confusion.......................................... 792 III. Proof of Concept: A Neuroscientific Reading of Confusion .... 798 A. Similarity as a Driver (and Proxy) of Confusion............... 798 B. Tools for Measuring Perceived Visual Similarity Through Brain Activities ................................................... 799 C. Our Experiment..................................................................801 D. Benefits of Our Neuroscientific Approach Over Surveys 804 E. Complementing Survey Results with Our Neural Index 806 IV . Future A pplications..................................................................807 A. Neuroimaging and Survey Evidence: Stronger Together. 807 B. Other Types of Similarity ..................................................809 C. Beyond M ark Sim ilarity.....................................................811 V. Conclusion.................................................................................813 Professor of Law, School of Law, University at Buffalo. Assistant Professor of Business Administration, Darden School of Business, University of Virginia. *** Associate Professor of Business Administration, Haas School of Business, University of California, Berkeley. **** Professor of Neurology, School of Medicine, University of California, San Francisco. ***** Professor of Consumer Behavior, School of Business and Economics, Vrjie Universiteit Amsterdam. Vol. 113 TMR 789