Controlled categorisation processing in brand extension evaluation by Indo-European language speakers. An ERP study
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- 作者：Agnieszka Fudali-Czyż ; agnieszka.czyz@kul.pl" class="auth_mail" title="E-mail the corresponding author ; Marta Ratomska ; Andrzej Cudo ; Piotr Francuz ; Natalia Kopiś ; Przemysław Tużnik
- 关键词：Brand extension ; Event-related potential (ERP) ; N400 ; Neuromarketing ; Cultural differences ; Consumer decision
- 刊名：Neuroscience Letters
- 出版年：2016
- 出版时间：15 August 2016
- 年：2016
- 卷：628
- 期：Complete
- 页码：30-34
- 全文大小：623 K
文摘
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ERPs of brand extension evaluation by Indo-European language speakers were tested.
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Only when the brand extension evaluation was required, N270, P300, N400 appeared.
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With no instruction there were no ERPs considered as correlates of categorization.
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Thus, the process may not be automatic in Indo-European language speakers.