The Influences of Brand Awareness on Consumers’ Cognitive Process: An Event-Related Potentials Study

Brand awareness plays an important role in most aspects of marketing. However, consumers’ cognitive process of brand awareness, which plays an important role in purchase decision or product usage experiences, is still unclear in the brain. Using event-related potentials (ERPs), the influences of two...

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Bibliographic Details
Published inFrontiers in neuroscience Vol. 14; p. 549
Main Author Zhang, Xuefeng
Format Journal Article
LanguageEnglish
Published Lausanne Frontiers Research Foundation 12.06.2020
Frontiers Media S.A
Subjects
attention
Brain research
brand awareness
Brand identification
Brand image
Cognition & reasoning
Cognitive ability
Consumer behavior
Consumers
Decision making
Electrodes
Electroencephalography
Event-related potentials
Experiments
Eye movements
identification
Marketing
Neuroscience
Neurosciences
Psychology
Research methodology
Researchers
Studies
Variance analysis
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Summary:Brand awareness plays an important role in most aspects of marketing. However, consumers’ cognitive process of brand awareness, which plays an important role in purchase decision or product usage experiences, is still unclear in the brain. Using event-related potentials (ERPs), the influences of two different brand awareness on consumers’ cognitive process was investigated. Phone pictures with high or low brand awareness and girl pictures were used to carry out this experiment research. An amended oddball task was designed in which girl photos were taken as target stimuli, and phone pictures were taken as non-target stimuli. Subjects were asked to identify the girl pictures. Smaller ERPs components N2 and P3 along with high brand awareness phone pictures were found compared to the low brand awareness ones. The amplitude variation in N2 and P3 indicated that the cognitive process of identification and attention distribution were changed along with the magnitude of brand awareness, which meant consumer could allocate different attention resources to distinguish high or low brand awareness product unconsciously. This may indicate the identification and attention distribution caused by brand awareness can be detected by N2 and P3, and event-related potentials methodology may be a sensitive measurement technique for brand awareness.
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This article was submitted to Neural Technology, a section of the journal Frontiers in Neuroscience
Edited by: Hari S. Sharma, Uppsala University, Sweden
Reviewed by: Seaab Imad Sahib, Middle Technical University, Iraq; Jose Vicente Lafuente, University of the Basque Country, Spain
ISSN:1662-453X
1662-4548
1662-453X
DOI:10.3389/fnins.2020.00549