N400 correlate of brand associations

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

Journal of Economic Psychology, 2022, vol. 90, issue C

Abstract: 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).

Keywords: Event-related potential; N400; Electroencephalography; Neuromarketing; Brand association (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joepsy:v:90:y:2022:i:c:s0167487022000241

DOI: 10.1016/j.joep.2022.102506

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