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Understanding the role of brand mascots using consumer neuroscience research methods
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Berezka S., Sheresheva M. Y., Galkina N., Zhigulskaya D., Gorbunova A.
The study presented in the paper aims to learn how consumers recognize brand characters (also known as brand mascots) and what pattern of brain activity is evoked in response to brand characters that have a strong association with a product in consumer perception. The study explores an approach to examining consumer perception of dairy brand product and the brand mascot vs. irrelevant animated characters based on visual event-related potentials. The experimental research was conducted in May and June 2018. The preliminary results support the difference in consumer reactions to brand relevant and irrelevant animated characters.
Mokienko O., Bobrov P., Соловьева А. А. et al., Вестник Российского государственного медицинского университета 2025 № 5 С. 91–99
Neurophysiological mechanisms underlying the illusion caused by the mirror visual feedback are still poorly understood, despite the clinical use of mirror therapy for phantom pain and post-stroke hemiparesis. The study aimed to determine the mirror illusion neurophysiological correlates by the simultaneous use of electroencephalography (EEG) recording and near-infrared spectroscopy (NIRS). A total of 30 healthy ...
Added: March 18, 2026
Ettore Maria Lombardi, Ivanov A., Law and Economics Yearly Review 2025 Vol. 14 No. 1 P. 157–201
Neuromarketing – the fusion of neuroscience and marketing – has emerged as a frontier in the digital marketplace, offering unprecedented insight into consumer behavior while raising profound ethical and legal challenges. By harnessing brain imaging, biometric sensors and AI-driven analytics, firms can target consumers at a subconscious level, potentially bypassing rational choice. This article examines ...
Added: October 29, 2025
Seleznev L. E., Chupakhin A. A., Kostenko V. A. et al., Optical Memory and Neural Networks (Information Optics) 2023 Vol. 32 No. 2 P. 73–85
We analyze a classification problem of mentally pronounced Russian phonemes based on data obtained by means of an electroencephalography device. We describe the data collection method as well as the methods of the obtained data processing. To solve the small sample size problem we present the augmentation techniques that use the time stretching and the ...
Added: October 2, 2025
Kislov A., Alexei Gorin, Nikita K. et al., Brain Sciences 2022 Vol. 13 No. 1 Article 57
Recent studies have demonstrated that the brain activity of a group of people can be used to forecast choices at the population level. In this study, we attempted to neuroforecast aggregate consumer behavior of Internet users. During our electroencephalography (EEG) and eye-tracking study, participants were exposed to 10 banners that were also used in the ...
Added: April 9, 2025
Shtyrov Y., Filippova M., Blagoveshchensky E. et al., Frontiers in Psychology 2021 Vol. 12 Article 571673
Existing behavioral, neuropsychological and functional neuroimaging data suggest that at least two major cognitive strategies are used for new word learning: fast mapping (FM) via context-dependent inference and explicit encoding (EE) via direct instruction. However, these distinctions remain debated at both behavioral and neurophysiological levels, not least due to confounds related to diverging experimental settings. Furthermore, the neural dynamics ...
Added: March 26, 2025
Gorin A., Kuznetsova E., Kislov A. et al., Frontiers in Human Neuroscience 2025 Vol. 19 Article 1470662
Introduction: Setting the right price is crucial for eectively positioning products
in the market. Conversely, setting a “non-optimal price”—one that is perceived
as much lower or higher than the product’s true market value—can negatively
influence consumer decisions and business results.
Methods: We conducted two electroencephalography (EEG) studies and
one magnetoencephalography (MEG) study to investigate brain mechanisms
underlying the perception of prices ...
Added: February 5, 2025
Kostanian D., Daria Kleeva, Soghoyan G. et al., Plos One 2023 Vol. 18 No. 8 Article e0289964
Our study describes the effects of sensory tetanization on neurophysiological and behavioral measures in humans linking cellular studies of long-term potentiation with high-level brain processes. Rapid (every 75ms) presentation of pure tone (1020 Hz, 50ms) for 2 minutes was preceded and followed by oddball blocks that contained the same stimulus presented as deviant (probability of ...
Added: May 21, 2024
Neklyudova A., Kuramagomedova R., Voinova V. et al., Psychiatry and Clinical Neurosciences 2024 Vol. 78 No. 5 P. 282–290
Aim: The current study aimed to infer neurophysiological mechanisms of auditory processing in children with Rett syndrome (RTT)-rare neurodevelopmental disorders caused by MECP2 mutations. We examined two brain responses elicited by 40-Hz click trains: auditory steady-state response (ASSR), which reflects fine temporal analysis of auditory input, and sustained wave (SW), which is associated with integral processing ...
Added: March 5, 2024
Kazanina N., Houghton C., Cucu M. O., Frontiers in Neuroscience 2022 No. 16 P. 1–11
Neural entrainment to speech appears to rely on syllabic features, especially those pertaining to the acoustic envelope of the stimuli. It has been proposed that the neural tracking of speech depends on the phoneme features. In the present electroencephalography experiment, we examined data from 25 participants to investigate neural entrainment to near-isochronous stimuli comprising syllables ...
Added: August 30, 2023
Berezka S., Kovalenok A., Шамалова А. Ю. et al., М.: Издательский дом НИУ ВШЭ, 2023.
Мировые тренды и растущая конкуренция заставляют компании детально изучать потребности целевой аудитории, что стимулирует спрос на соответствующие маркетинговые исследования. Традиционные методы исследований, использующие декларативный подход, такие как опросы, интервью или фокус-группы, не всегда дают возможность выявить потребительские инсайты. В то же время нейромаркетинговые исследования,
позволяющие понять подсознательные мотивы поведения человека, не используются широко в России. Данный ...
Added: July 5, 2023
Kislov A., Shestakova A., Ushakov V. et al., Plos One 2023 Vol. 18 No. 6 Article e0286648
Neuroimaging studies have demonstrated the ability to use the brain activity of a group of individuals to forecast the behavior of an independent group. In the current study, we attempted to forecast aggregate choices in a popular restaurant chain. During our functional magnetic resonance imaging (fMRI) study, 22 participants were exposed to 78 photos of ...
Added: June 20, 2023
Ярош О. Б., Калькова Н. Н., Митина Э. А. et al., Симф.: ИТ "Ариал", 2020.
It is devoted to applied and fundamental visual neuroscience ...
Added: December 20, 2022
Gorin A., Nedelko A., Kosonogov V. et al., Journal of Economic Psychology 2022 Vol. 90 Article 102506
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).
The question, however, remains whether the ...
Added: February 25, 2022
Nikolaeva E., Berezka S., Sheresheva M. Y., , in: Proceedings of the European Marketing AcademyIssue 49th.: EMAC, 2020. P. 64772.
The study presented in the paper aims to learn how consumers recognize and evaluate brand logos. The authors used joint explicit (declarative evaluation) and implicit consumer perceptions measurement to examine consumer perceptions of brand logos that are relevant or irrelevant to dairy products. The study based on a combined analysis of self-reported data and implicit ...
Added: May 9, 2021
Sheresheva M. Y., Anisimov V., Berezka S. et al., , in: Conference Proceedings GSOM Emerging Markets Conference 2018.: St. Petersburg University, 2018. P. 53–56.
The research aims to develop a valid method for objective indicators recording in real time for assessing the degree of text comprehension in commercials. Neuromarketing approach is used, since there is now broad understanding that objective psychophysiological indicators could be useful for the estimation of consumers' attention in reading and watching commercials. ...
Added: May 9, 2021