Event-related potentials evidence of how location contiguity influences consumer purchase intentions

Song, Lijuan; Mo, Zan; Liu, Jianhua

doi:10.1016/j.neulet.2023.137472

Cited by 2 publications

(3 citation statements)

References 45 publications

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“…These findings broadly support the work of other studies [ 81 , 82 , 84 , 97 , 98 ], and those negative adjectives indicate a conflict about packaging type that participants consider positive. However, in our research, this resolution was shown as a positive appraisal of the York Ham packaging and a negative appraisal of the Turkey Breast packaging.…”

Section: Discussionsupporting

confidence: 90%

“…Recent advances in ERP applications have led to renewed interest in its relevance to decision-making, cognitive processing, and the emotional perception of brands, products, and aesthetic-visual attributes. Examples can be found of how product exposure or brand-relatedness [ 79 , 80 , 81 ] modulate the N400 effect and also how a product and its attributes such as color, material, or lighting paired with descriptive information such as attributes or descriptors trigger congruence or incongruence effects [ 82 , 83 , 84 , 85 ]. These examples have also shown emotional elements implied by the use of priming or visual targets that show products [ 86 , 87 , 88 ].…”

Section: Introductionmentioning

confidence: 99%

“…These examples have also shown emotional elements implied by the use of priming or visual targets that show products [ 86 , 87 , 88 ]. Furthermore, recent reference research has evidenced potency as a catalyst of the congruence effect, mainly incongruence, in the relationship between a product, brand, and object characteristics or tributes [ 81 , 82 , 88 ]. This relationship was found for the N400 effect where color, materials, or similar can provide a significant incongruence effect in poorly designed or poorly displayed items [ 47 , 84 , 85 ].…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Using Event-Related Potentials to Evidence the Visual and Semantic Impact: A Pilot Study with N400 Effect and Food Packaging

Rojas,

Contero,

Vergara

et al. 2024

Foods

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Packaging design is pivotal in motivating consumer decisions, as a key communication tool from creation to purchase. Currently, the interpretation and evaluation of packaging’s impact are shifting toward non-traditional methods. This pilot study evaluated the packaging perception of York Ham and Turkey Breast products. The event-related potential (ERP) technique, the methodology priming words (positive and negative), and target images (original and modified packaging) were applied. A total of 23 participants were sampled using a 32-channels scalp elastic electrode cap and viewed 200 trials of word–image matching. Participants responded whether the images and adjectives matched or not, using the two groups of images. The results demonstrate an N400 effect in the parietal area. This region was observed to show evidence of cognitive processing related to congruency or incongruency, by contrasting the priming and target of this study. The evaluation positioned the York Ham packaging as the best rated. The findings show a relevant contribution to ERPs and research related to the food packaging perception.

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Section: Discussionsupporting

confidence: 90%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Using Event-Related Potentials to Evidence the Visual and Semantic Impact: A Pilot Study with N400 Effect and Food Packaging

Rojas,

Contero,

Vergara

et al. 2024

Foods

View full text Add to dashboard Cite

show abstract

A systematic review on EEG-based neuromarketing: recent trends and analyzing techniques

Khondakar,

Sarowar,

Chowdhury

et al. 2024

Brain Inf.

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Neuromarketing is an emerging research field that aims to understand consumers’ decision-making processes when choosing which product to buy. This information is highly sought after by businesses looking to improve their marketing strategies by understanding what leaves a positive or negative impression on consumers. It has the potential to revolutionize the marketing industry by enabling companies to offer engaging experiences, create more effective advertisements, avoid the wrong marketing strategies, and ultimately save millions of dollars for businesses. Therefore, good documentation is necessary to capture the current research situation in this vital sector. In this article, we present a systematic review of EEG-based Neuromarketing. We aim to shed light on the research trends, technical scopes, and potential opportunities in this field. We reviewed recent publications from valid databases and divided the popular research topics in Neuromarketing into five clusters to present the current research trend in this field. We also discuss the brain regions that are activated when making purchase decisions and their relevance to Neuromarketing applications. The article provides appropriate illustrations of marketing stimuli that can elicit authentic impressions from consumers' minds, the techniques used to process and analyze recorded brain data, and the current strategies employed to interpret the data. Finally, we offer recommendations to upcoming researchers to help them investigate the possibilities in this area more efficiently in the future.

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Event-related potentials evidence of how location contiguity influences consumer purchase intentions

Cited by 2 publications

References 45 publications

Using Event-Related Potentials to Evidence the Visual and Semantic Impact: A Pilot Study with N400 Effect and Food Packaging

Using Event-Related Potentials to Evidence the Visual and Semantic Impact: A Pilot Study with N400 Effect and Food Packaging

A systematic review on EEG-based neuromarketing: recent trends and analyzing techniques

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