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

• Published in: Frontiers in neuroscience Vol. 14; p. 549
• Main Author: Zhang, Xuefeng
• Format: Journal Article
• Language: English
• 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

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...