文章基本信息

标题：An ERP-study of brand and no-name products
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作者：Anika Thomas ; Anke Hammer ; Gabriele Beibst 等
期刊名称：BMC Neuroscience
印刷版ISSN：1471-2202
电子版ISSN：1471-2202
出版年度：2013
卷号：14
期号：1
页码：1
DOI：10.1186/1471-2202-14-149
语种：English
出版社：BioMed Central
摘要：Background 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. Results 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. Conclusions 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.
关键词：Go/Nogo ; Event-related potentials ; Brands ; Neuromarketing ; Implicit associations ; Late positive component ; Lateralized readiness potential