Topics

Measuring brand association strength with EEG: A single-trial N400 ERP study.

08:00 EDT 10th June 2019 | BioPortfolio

Summary of "Measuring brand association strength with EEG: A single-trial N400 ERP study."

Companies need to ensure that customers perceive their brands as intended, with strong and unique associations, when facing a competitive market. Traditionally, brand associations are measured using conventional techniques such as surveys and questionnaires albeit both conscious and unconscious factors can influence the collected data and the outcome of a campaign. Neuromarketing can shed light on how the customer's brain processes marketing stimuli. We report here on an EEG study aimed at gauging mental associations with brands. We focus on the N400 event-related potential, an EEG component most strongly elicited in response to a concept unrelated to a preceding concept. We considered two video on demand brands, Netflix and Rex&Rio, and selected a set of words grouped in 4 categories that were either related (Television, Relaxation, and Price), in varying degrees, or unrelated (Unrelated) to the said brands. The experiment started with both brands' TV commercials, as a common reference for our participants. We then applied a semantic priming paradigm in which a brand logo ("prime") was followed by a word ("target"), and the strength of the N400 response to the word used as an inverted measure of the association strength with the brand logo. We clustered N400 responses to identify, for each brand, natural groups of associated words. As a result, for Netflix the cluster with the smallest N400 responses (i.e., strongest associations) consisted of words related to Television but for Rex&Rio it consisted of words related to Relaxation. We also evaluated the relationship between the two brands and determined which associations they share or which ones not. It turned out that associations related to Relaxation and Television distinguish the two brands. Interestingly, survey data did not show any difference between the two brands as they were equally associated with Television and Relaxation. These findings show that our N400 technique can reveal brand associations, and natural categories thereof, that would otherwise go unnoticed when using conventional surveys.

Affiliation

Journal Details

This article was published in the following journal.

Name: PloS one
ISSN: 1932-6203
Pages: e0217125

Links

DeepDyve research library

PubMed Articles [23438 Associated PubMed Articles listed on BioPortfolio]

Neural evidence for Bayesian trial-by-trial adaptation on the N400 during semantic priming.

When semantic information is activated by a context prior to new bottom-up input (i.e. when a word is predicted), semantic processing of that incoming word is typically facilitated, attenuating the am...

The effect of induced mood on word imagery processing: An ERP study.

The effect of induced mood on language processing has been examined in behavioral and event-related potential (ERP) studies. A previous study examined the effects of induced mood on word imagery proce...

Aberrant activity in conceptual networks underlies N400 deficits and unusual thoughts in schizophrenia.

The N400 event-related potential (ERP) is triggered by meaningful stimuli that are incongruous, or unmatched, with their semantic context. Functional magnetic resonance imaging (fMRI) studies have ide...

Comparative effectiveness of generic and brand-name medication use: A database study of US health insurance claims.

To the extent that outcomes are mediated through negative perceptions of generics (the nocebo effect), observational studies comparing brand-name and generic drugs are susceptible to bias favoring the...

Reactive Strength Index and Knee Extension Strength Characteristics Are Predictive of Single-Leg Hop Performance After Anterior Cruciate Ligament Reconstruction.

Birchmeier, T, Lisee, C, Geers, B, and Kuenze, C. Reactive strength index and knee extension strength characteristics are predictive of single-leg hop performance after anterior cruciate ligament reco...

Clinical Trials [10479 Associated Clinical Trials listed on BioPortfolio]

Characterization of Epilepsy Patients BEEP 2b

Some epilepsy patients are described as GB when they have worsened seizures or side effects related to switching between brand name and generic, or between generic antiepileptic drug (AED)...

A Single Center Pilot Study to Assess the Intra-observer Reliability of Measuring Muscle Strength Using a Hand Held Dynamometer in Children and Adults With Neurofibromatosis Type 1 (NF1) and Type 2 (NF2)

Patients with clinically confirmed neurofibromatosis type 1 (NF1) or neurofibromatosis type 2 (NF2) or a known neurofibromatosis (NF) mutation aged 5 years and above will be eligible to pa...

Brand Level Nutrient Information Compared to Generic Food Codes

Measuring diet is difficult. This is the first time that brand level foods and nutrient values have been compared with generic food codes to explore the difference this might make to estim...

No Association Between Vitamin C and E Supplementation, Frailty, and Grip Strength Over Five Years: The CoLaus Study

To assess the cross-sectional and 5-year prospective association between self-reported vitamin C+E dietary supplementation and markers of grip strength and frailty in community-dwelling Sw...

IV Iron Safety: Evaluation of Iron Species in Healthy Subjects

An approved treatment for anemia or low blood count due to chronic kidney disease is IV (intravenous, given into the vein) injection of an iron treatment. IV iron increases iron in the blo...

Medical and Biotech [MESH] Definitions

The internal resistance of a material to moving some parts of it parallel to a fixed plane, in contrast to stretching (TENSILE STRENGTH) or compression (COMPRESSIVE STRENGTH). Ionic crystals are brittle because, when subjected to shear, ions of the same charge are brought next to each other, which causes repulsion.

Trial that aims to show a new treatment is no better and no worse than the standard treatment.

The amount of force generated by MUSCLE CONTRACTION. Muscle strength can be measured during isometric, isotonic, or isokinetic contraction, either manually or using a device such as a MUSCLE STRENGTH DYNAMOMETER.

Work consisting of a clinical trial involving one or more test treatments, at least one control treatment, specified outcome measures for evaluating the studied intervention, and a bias-free method for assigning patients to the test treatment. The treatment may be drugs, devices, or procedures studied for diagnostic, therapeutic, or prophylactic effectiveness. Control measures include placebos, active medicine, no-treatment, dosage forms and regimens, historical comparisons, etc. When randomization using mathematical techniques, such as the use of a random numbers table, is employed to assign patients to test or control treatments, the trial is characterized as a RANDOMIZED CONTROLLED TRIAL.

Clinical study in which a prospectively planned opportunity is included to modify trial designs and hypotheses based on analysis of data from subjects in the study.

Quick Search


DeepDyve research library

Searches Linking to this Article