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What brand logo is more suitable: examining explicit and implicit consumer perceptions for dairy products
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 reaction time tasks (IRT). The preliminary results support the difference of consumer perceptions to logos based on the logo familiarity and descriptiveness on both explicit and implicit levels. Declaratively respondents evaluate diary brand logos as more attractive if they recognize it but there is no such difference for non-dairy logos. In IRT tasks they categorize high descriptive logos faster and accurately than low descriptive logos
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
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
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
Anastasia V. Lukina, Roman R. Sidorchuk, Sergey V. Mkhitaryan et al., Emerging Science Journal 2023 Vol. 7 No. 6 P. 2239–2259
This research aims to create and test a new combined model to identify causal relationships between the perceived accessibility of the non-rail urban ground public transport (UGPT) route network and consumer experience in megacities. The methods used in the research are based on a combination of two models for assessing the perceived accessibility of UGPT ...
Added: February 2, 2024
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
Liaukovich K., Ukraintseva Y., Martynova O., Neuropsychologia 2022 Vol. 165 Article 108129
The auditory system detects differences in sounds at an implicit level, but data on this difference might not be sufficient to make explicit discrimination. The biomarkers of implicit auditory memory of ambiguous stimuli could shed light on unconscious auditory processing and implicit auditory learning. Mismatch negativity (MMN) and P3a, components of event-related potentials (ERPs) reflecting stimuli discrimination without direct ...
Added: February 28, 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
Berezka S., Sheresheva M. Y., Galkina N. et al., , in: Proceedings of the European Marketing AcademyIssue 48th.: EMAC, 2019.
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 ...
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
Rozhentsova E. V., Колегова К. С., Tretyakova E., Экономика сельскохозяйственных и перерабатывающих предприятий 2020 № 4 С. 63–66
In Russia, many citizens have a deficiency of vitamins and minerals due to their deficiency in the diet. This deficit can be made up by eating fortified foods. This study is devoted to the study of the attitude of Russian consumers to products enriched with vitamins and minerals. The theoretical study of the article is devoted ...
Added: June 8, 2020
Berezka S., Sheresheva M. Y., Вестник Санкт-Петербургского университета. Серия 8. Менеджмент 2019 Т. 18 № 2 С. 175–203
The paper presents the results of neuromarketing research based on the use of neurophysiological and survey methods that are aimed to identify differences in perception of dynamic advertising content for food and non-food product categories. The role of sensory sensations in consumer behavior and the potential of neurophysiological marketing tools to observe sensory effects on ...
Added: October 14, 2019
Неделько А. Ю., Управленческие науки 2018 Т. 8 № 4 С. 77–83
In modern world consumers are overwhelmed with advertising messages and competition among advertisers becomes more rigid. That is why there is a need to develop effective marketing messages that will affect people subconsciousness. In this regard, neuromarketing appears as a research tool for measuring subconscious reactions to marketing incentives,. In this paper, we analyze critically ...
Added: July 25, 2019
Nedelko A., , in: CENTER FOR BUSINESS & INDUSTRIAL MARKETING. SUSTAINABLE BUSINESS MODELS: INTEGRATING EMPLOYEES, CUSTOMERS AND TECHNOLOGY.: Madrid: [б.и.], 2018. P. 268–271.
Building associations of the brand is an important part of brand management. Brands, which have strong associations, are more competitive on the market. It is easier for the company to establish premium price, raise effectiveness and efficiency of marketing programs, increase marginality, implement brand extension, raise demand for the brand, get advantages at negotiations and ...
Added: November 22, 2018
Nedelko A., Лупова О. А., Gorin A. et al., / Series WP BRP "PSYCHOLOGY". 2017. No. 77.
Added: November 30, 2017
Stallen M., Smidts A., Rijpkema M. et al., Journal of Economic Psychology 2010 Vol. 31 No. 5 P. 802–811
Celebrity endorsement is omnipresent. However, despite its prevalence, it is unclear why celebrities are more persuasive than (equally attractive) non-famous endorsers. The present study investigates which processes underlie the effect of fame on product memory and purchase intention by the use of functional magnetic resonance imaging methods. We find an increase in activity in the ...
Added: June 6, 2013