An Analysis of Brand Association Perception Using N400 Evoked Potential

17 Pages Posted: 31 Aug 2017

See all articles by Anastasia Nedelko

Anastasia Nedelko

National Research University Higher School of Economics

Olga Lupova

National Research University Higher School of Economics

Alexey Gorin

National Research University Higher School of Economics

Aleksandra Kuznetsova

National Research University Higher School of Economics

Vasily Klucharev

National Research University Higher School of Economics

Anna Shestakova

National Research University Higher School of Economics - Centre for Cognition and Decision Making

Date Written: August 30, 2017

Abstract

In this paper, a novel application of the event-related potential (ERP) method is proposed. The authors applied an N400 evoked potential for brand perception analysis, particularly for brand associations. Traditionally, N400 has been used as a marker of semantic incongruence of a word to a context. The N400 activity is manifested in a more negative deflection of ERP response to incongruent stimuli. We recorded N400 in response to congruent and incongruent sentence endings in marketing and non-marketing contexts, respectively. In the main experimental condition, congruent and incongruent brand associations (nouns) presented before brand names were selected from real marketing campaigns building brand communities. In the control semantic memory N400 condition, the incongruent sentence endings evoked significant fronto-centrally distributed N400 brain response at 300–500 ms. The N400 response in the brand association condition was delayed for 250 ms compared to incongruent words in the context of short sentences and appeared in the central brain area. In this study, we showed for the first time the possibility of applying the N400 method to identify the strength of brand associations using ecologically valid stimuli.

Keywords: event-related potential method, N400, electroencephalography, neuromarketing, brand associations

JEL Classification: Z

Suggested Citation

Nedelko, Anastasia and Lupova, Olga and Gorin, Alexey and Kuznetsova, Aleksandra and Klucharev, Vasily and Shestakova, Anna, An Analysis of Brand Association Perception Using N400 Evoked Potential (August 30, 2017). Higher School of Economics Research Paper No. 77/PSY/2017. Available at SSRN: https://ssrn.com/abstract=3029154 or http://dx.doi.org/10.2139/ssrn.3029154

Anastasia Nedelko (Contact Author)

National Research University Higher School of Economics ( email )

Myasnitskaya street, 20
Moscow, Moscow 119017
Russia

Olga Lupova

National Research University Higher School of Economics ( email )

Myasnitskaya street, 20
Moscow, Moscow 119017
Russia

Alexey Gorin

National Research University Higher School of Economics ( email )

Myasnitskaya street, 20
Moscow, Moscow 119017
Russia

Aleksandra Kuznetsova

National Research University Higher School of Economics ( email )

Myasnitskaya street, 20
Moscow, Moscow 119017
Russia

Vasily Klucharev

National Research University Higher School of Economics ( email )

Myasnitskaya street, 20
Moscow, Moscow 119017
Russia

Anna Shestakova

National Research University Higher School of Economics - Centre for Cognition and Decision Making ( email )

Moscow
Russia

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