Assessing the Impact of Point-of-Sale Beer Brand Ads Through Consumer Neuroscience Research

Lukić Darko (), Starčević Slađana () and Pitić Goran ()
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Lukić Darko: Metropolitan University, FEFA Faculty, Belgrade, Serbia
Starčević Slađana: Metropolitan University, FEFA Faculty, Belgrade, Serbia
Pitić Goran: Metropolitan University, FEFA Faculty, Belgrade, Serbia

Naše gospodarstvo/Our economy, 2025, vol. 71, issue 3, 52-63

Abstract: This study employs EEG and eye-tracking to assess how brand equity, creative complexity, and spatial layout influence implicit consumer responses to point-of-sale (POS) beer advertisements. Through the theoretical lens of predictive coding and processing fluency, laboratory testing with Serbian beer consumers (N = 20) revealed that simpler designs yielded superior attention performance across TFD and TTFF (d up to 2.62), independent of brand strength. Spatial repositioning reduced packshot detection time by 0.89s (p 1.0s, emotional valence > 5.0, cognitive load

Keywords: Consumer Neuroscience; Brand Equity; EEG; Eye-Tracking; Visual Attention (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:ngooec:v:71:y:2025:i:3:p:52-63:n:1005

DOI: 10.2478/ngoe-2025-0017

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