N400 correlate of brand associations

Aleksei Gorin,Anastasia Nedelko,Vladimir Kosonogov, Maria Vakhviyainen,Sergey Tugin,Victoria Moiseeva,Vasily Klucharev,Anna Shestakova

Journal of Economic Psychology（2022）

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摘要

A number of neuromarketing studies employed brain responses called event-related potentials or ERPs as neural markers of brand associations. The use of the N400 component of ERPs in particular appeared to be the promising to study typicality of product-brand associations and their role for brand extension (Wang et al., 2012).

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关键词

Event-related potential,N400,Electroencephalography,Neuromarketing,Brand association

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