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A New Addition To The Trademark Litigator's Tool Kit: A Neuroscientific Index Of Mark Similarity, 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, Mark Bartholomew, Zhihao Zhang, Ming Hsu, Andrew S. Kayser, Femke Van Horen
Journal Articles
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.
From Scanner To Court: A Neuroscientifically Informed “Reasonable Person” Test Of Trademark Infringement, Zhihao Zhang, Maxwell Good, Vera Kulikov, Femke Van Horen, Mark Bartholomew, Andrew S. Kayser, Ming Hsu
From Scanner To Court: A Neuroscientifically Informed “Reasonable Person” Test Of Trademark Infringement, Zhihao Zhang, Maxwell Good, Vera Kulikov, Femke Van Horen, Mark Bartholomew, Andrew S. Kayser, Ming Hsu
Journal Articles
Many legal decisions center on the thoughts or perceptions of some idealized group of individuals, referred to variously as the “average person,” “the typical consumer,” or the “reasonable person.” Substantial concerns exist, however, regarding the subjectivity and vulnerability to biases inherent in conventional means of assessing such responses, particularly the use of self-report evidence. Here, we addressed these concerns by complementing self-report evidence with neural data to inform the mental representations in question. Using an example from intellectual property law, we demonstrate that it is possible to construct a parsimonious neural index of visual similarity that can inform the reasonable …
Nonobvious Design, Mark Bartholomew
Nonobvious Design, Mark Bartholomew
Journal Articles
To earn patent protection, a claimed product design must be “nonobvious.” Yet while nonobviousness has been described as “the heart” and “cornerstone” of the utility patent system, in the design patent context, the term has become next to useless. Instead of actually policing nonobviousness in design, modern courts grant patent rights to any work that is not an exact replica of another. The problem, judges maintain, is that comparing one visual design against another demands the use of aesthetic judgment and aesthetic judgment is an instinctual, subjective process incapable of legal definition. Recent neuroscientific studies of aesthetic judgment dispel some …
Copyright And The Creative Process, Mark Bartholomew
Copyright And The Creative Process, Mark Bartholomew
Journal Articles
Copyright is typically described as a mechanism for encouraging the production of creative works. On this view, copyright protection should be granted to genuinely creative works but denied to non-creative ones. Yet that is not how the law works. Instead, almost anything—from test answer sheets to instruction manuals to replicas of items in the public domain—is deemed creative and therefore eligible for copyright protection. This is the consequence of a century of copyright doctrine assuming that artistic creativity is incapable of measurement, unaffected by personal motivation, and incomprehensible to novices and experts alike. Recent neuroscientific research contradicts these assumptions. It …
Copyright And The Brain, Mark Bartholomew
Copyright And The Brain, Mark Bartholomew
Journal Articles
This Article exploresthe intersection of copyright law, aesthetic theory, and neuroscience. The current test for copyright infringement requires a court or jury to assess whether the parties’ works are “substantially similar” from the vantage point of the “ordinary observer. ”Embedded within this test are several assumptions about audiences and art. Brain science calls these assumptions into question. The substantial similarity test posits that aesthetic reactions are unmeasurable and uniform. In actuality, they can be quantified and vary depending on audience and artistic medium. Neuroscience has already reconfigured the law in many areas, from tort damages to the death penalty. Now …