Article

An ERP-study of brand and no-name products

BMC Neuroscience (Impact Factor: 2.85). 11/2013; 14(1):149. DOI: 10.1186/1471-2202-14-149
Source: PubMed

ABSTRACT Brands create product personalities that are thought to affect consumer decisions. Here we assessed, using the Go/No-go Association Task (GNAT) from social psychology, whether brands as opposed to no-name products are associated with implicit positive attitudes. Healthy young German participants viewed series of photos of cosmetics and food items (half of them brands) intermixed with positive and negative words. In any given run, one category of goods (e.g., cosmetics) and one kind of words (e.g., positive) had to be responded to, whereas responses had to be withheld for the other categories. Event-related brain potentials were recorded during the task.
Unexpectedly, there were no response-time differences between congruent (brand and positive words) and incongruent (brand and negative words) pairings but ERPs showed differences as a function of congruency in the 600--750 ms time-window hinting at the existence of implicit attitudes towards brand and no-name stimuli. This finding deserves further investigation in future studies. Moreover, the amplitude of the late positive component (LPC) was found to be enhanced for brand as opposed to no-name stimuli.
Congruency effects suggest that ERPs are sensitive to implicit attitudes. Moreover, the results for the LPC imply that pictures of brand products are more arousing than those of no-name products, which may ultimately contribute to consumer decisions.

1 Follower
 · 
73 Views
  • Source
    [Show abstract] [Hide abstract]
    ABSTRACT: Coca-Cola (Coke) and Pepsi are nearly identical in chemical composition, yet humans routinely display strong subjective preferences for one or the other. This simple observation raises the important question of how cultural messages combine with content to shape our perceptions; even to the point of modifying behavioral preferences for a primary reward like a sugared drink. We delivered Coke and Pepsi to human subjects in behavioral taste tests and also in passive experiments carried out during functional magnetic resonance imaging (fMRI). Two conditions were examined: (1) anonymous delivery of Coke and Pepsi and (2) brand-cued delivery of Coke and Pepsi. For the anonymous task, we report a consistent neural response in the ventromedial prefrontal cortex that correlated with subjects' behavioral preferences for these beverages. In the brand-cued experiment, brand knowledge for one of the drinks had a dramatic influence on expressed behavioral preferences and on the measured brain responses.
    Neuron 11/2004; 44(2):379-87. DOI:10.1016/j.neuron.2004.09.019 · 15.98 Impact Factor
  • [Show abstract] [Hide abstract]
    ABSTRACT: The present study compared startle response, skin conductance response (SCR) and subjective variables (valence and arousal ratings, viewing time) assessed in an affective picture paradigm with simultaneously registered event-related brain potentials (ERPs) parameters such as P300 and positive slow waves (PSW). Pleasant, neutral and unpleasant pictures from the International Affective Picture System [Lang, P.J., Bradley, M.M., Cuthbert, B.N., 1999. International Affective Picture System (IAPS): Instruction manual and affective ratings. Technical Report A-4, Center for Research in Psychophysiology. University of Florida, Gainesville, Florida] were presented for 8 s, and startle probes were delivered during picture presentation. Startle response was modulated by picture valence, and SCR by picture arousal. ERP positivity was greater for pleasant and unpleasant than for neutral pictures for the P300 amplitude and the positive slow wave (PSW). ERPs showed characteristic differences and a distinct time course for pictures of different valence categories and may deliver useful information not contained in startle response or SCR measures. The simultaneous registration of startle responses and ERPs in the affective picture paradigm seems valuable.
    International Journal of Psychophysiology 12/2004; 54(3):231-40. DOI:10.1016/j.ijpsycho.2004.05.009 · 2.65 Impact Factor
  • Source
    [Show abstract] [Hide abstract]
    ABSTRACT: The ability to inhibit inappropriate responses is central to cognitive control, but whether the same brain mechanisms mediate inhibition across different tasks is not known. We present evidence for a common set of frontal and parietal regions engaged in response inhibition across three tasks: a go/no-go task, a flanker task, and a stimulus-response compatibility task. Regions included bilateral anterior insula/frontal operculum and anterior prefrontal, right dorsolateral and premotor, and parietal cortices. Insula activity was positively correlated with interference costs in behavioral performance in each task. Principal components analysis showed a coherent pattern of individual differences in these regions that was also positively correlated with performance in all three tasks. However, correlations among tasks were low, for both brain activity and performance. We suggest that common interference detection and/or resolution mechanisms are engaged across tasks, and that inter-task correlations in behavioral performance are low because they conflate measurements of common mechanisms with measurements of individual biases unique to each task.
    NeuroImage 09/2005; 27(2):323-40. DOI:10.1016/j.neuroimage.2005.01.054 · 6.13 Impact Factor

Preview (3 Sources)

Download
4 Downloads
Available from