Established liked versus disliked brands: brain activity, implicit associations and explicit responses

Shannon Bosshard, Jesse Bourke, Sajeev Kunaharan, Monika Koller, Peter Walla

Publication: Scientific journalJournal articlepeer-review

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Consumers’ attitudes towards established brands were tested using implicit and explicit measures. In particular, late positive potential (LPP) effects were assessed as an implicit neurophysiological measure of motivational significance. The Implicit Association Test (IAT) was used as an implicit behavioural measure of valence-related aspects (affective content) of brand attitude. We constructed individualised stimulus lists of liked and disliked brand types from participants’ subjective pre-assessment. Participants then re-rated these visually presented brands whilst brain potential changes were recorded via electroencephalography (EEG). First, self-report measures during the test confirmed pre-assessed attitudes underlining consistent explicit rating performance. Second, liked brands elicited significantly more positive going waveforms (LPPs) than disliked brands over right parietal cortical areas starting at about 800 ms post stimulus onset (reaching statistical significance at around 1,000 ms) and lasting until the end of the recording epoch (2,000 ms). In accordance to the literature, this finding is interpreted as reflecting positive affect-related motivational aspects of liked brands. Finally, the IAT revealed that both liked and disliked brands indeed are associated with affect-related valence. The increased levels of motivation associated with liked brands is interpreted as potentially reflecting increased purchasing intention, but this is of course only speculation at this stage.
Original languageEnglish
Pages (from-to)1 - 30
JournalCogent Psychology
Publication statusPublished - 2016

Austrian Classification of Fields of Science and Technology (ÖFOS)

  • 502019 Marketing
  • 502052 Business administration
  • 502020 Market research

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