Title of article
Research Paper: The Role of Event Related Potentials in Pre-Comprehension Processing of Consumers to Marketing Logos
Author/Authors
Nazari, Mohammad Al Division of Cognitive Neuroscience - Faculty of Education and Psychology - University of Tabriz, Tabriz, Iran , Salehi Fadardi, Javad Department of Psychology - Faculty of Education Sciences and Psychology - Ferdowsi University of Mashhad, Mashhad, Iran , Gholami Doborjeh, Zohreh Knowledge Engineering and Discovery Research Institute - Auckland University of Technology, Auckland, New Zealand , Amanzadeh Oghaz, Taktom Electrical and Communication Engineering - University of Central Florida, Florida, USA , Saeedi, Mohammad Taghi Division of Cognitive Neuroscience - Faculty of Education and Psychology - University of Tabriz, Tabriz, Iran , Amin Yazdi, Amir Department of Psychology - Faculty of Education Sciences and Psychology - Ferdowsi University of Mashhad, Mashhad, Iran
Pages
7
From page
16
To page
22
Abstract
Background: In human behavior study, by peering directly into the brain and assessing distinct
patterns, evoked neurons and neuron spike can be more understandable by taking advantages of
accurate brain analysis.
Objectives: We investigated the role of Event Related Potentials (ERPs) in pre-comprehension
processing of consumers to marketing logos..
Materials & Methods: In the framework of an experimental design, twenty-six right-handed
volunteers (13 men, 13 women) participated in 2013 in the University of Tabriz. An individual
task with a presentation of familiar vs. unfamiliar logos was designed. Stimuli were displayed on
a monitor controlled by a PC using the Mitsar® stimulus presentation system PsyTask. Statistical
analyses of ERPs data were analyzed by repeated measures ANOVA.
Results: Our results showed, when subjects were dealing with familiar logos, higher peak amplitude
for the N1 component in right hemisphere of the brain can be observed. These variations on averages
of early components of ERPs in occipital lobe can be referred to the pre-perceptual brain activities.
Conclusion: Investigating early components of ERP can be utilized further as an effective factor in
prediction of the consumers ‘preference particularly in neuromarketing field.
Keywords
Neuro-marketing , Evoked potentials , Comprehension
Journal title
Astroparticle Physics
Serial Year
2019
Record number
2478382
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