A New Addition to the Trademark Litigator's Tool Kit: A Neuroscientific Index of Mark Similarity

Authors

Mark Bartholomew, University at Buffalo School of LawFollow
Zhihao Zhang, University of Virginia
Ming Hsu, University of California, Berkeley
Andrew S. Kayser, University of California, Berkeley
Femke van Horen, School of Business and Economics, Vrije Universiteit Amsterdam

Document Type

Article

Publication Date

12-21-2023

Rights

Abstract

With trademark law always striving to keep abreast of new developments in science and technology, the authors of this article propose an innovative, neuroscience-based approach to answering the time-honored question of whether likelihood of consumer confusion exists in a particular dispute.

Publication Title

The Trademark Reporter

First Page

789

Last Page

814

Recommended Citation

Mark Bartholomew, Zhihao Zhang, Ming Hsu, Andrew S. Kayser & Femke van Horen, A New Addition to the Trademark Litigator's Tool Kit: A Neuroscientific Index of Mark Similarity, 113 Trademark Rep. 789 (2023).
Available at: https://digitalcommons.law.buffalo.edu/journal_articles/1206