ArticleScientific reports2022
EEG theta and N400 responses to congruent versus incongruent brand logos.
Article in Scientific reports, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 10 papers.
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10 citing papers in PubMed.
- Effects of promotional and preventive framing strategies in AI generated content on neural responses and trust.Scientific reports · 2026Article
- Using a self-modulated treadmill as a novel approach to study cognitive-motor and biomechanical outcomes during dual-task walking in individuals with and without lower limb loss.Experimental brain research · 2026Article
- The neural dynamics of political socio-pragmatic violations: an ERP study.Frontiers in human neuroscience · 2026Article
- Neural correlates of the non-optimal price: an MEG/EEG study.Frontiers in human neuroscience · 2025Article
- The influence of message frame and product type on green consumer purchase decisions : an ERPs study.Scientific reports · 2024Article
- Using Event-Related Potentials to Evidence the Visual and Semantic Impact: A Pilot Study with N400 Effect and Food Packaging.Foods (Basel, Switzerland) · 2024Article
- Effects of color-flavor association on visual search process for reference pictures on beverage packaging: behavioral, electrophysiological, and causal mechanisms.Frontiers in psychology · 2024Article
- Age and vocabulary knowledge differentially influence the N400 and theta responses during semantic retrieval.Developmental cognitive neuroscience · 2023Article
- Motivation in the metaverse: A dual-process approach to consumer choices in a virtual reality supermarket.Frontiers in neuroscience · 2023Article
- Higher levels of narrativity lead to similar patterns of posterior EEG activity across individuals.Frontiers in human neuroscience · 2023Article
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Authors and funding
4 authors.
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Abstract
Neuroimaging and behavioral studies have shown that brands convey meaning to consumers. To investigate the immediate reactions of the brain to brand logos, followed either by congruent or incongruent pictorial brand-related cues, can deepen understanding of the semantic processing of brands, and perhaps how consolidated the logo is in consumers' minds. Participants were exposed to different brand-related image sets, that were either congruent (a match between brand-related images and brand logo) or incongruent (a mismatch between brand-related images and brand logo) while having their brain signals recorded. Event-related potential and EEG time-frequency domain features were extracted from the signals of the target image (brand logo). The results showed significantly larger N400 peak and relative theta power increase for incongruent compared to congruent logos, which could be attributed to an error-monitoring process. Thus, we argue that brands are encoded deeply in consumers' minds, and cognitive processing of mismatched (vs matched) brand logos is more difficult, leading to greater error monitoring. The results were mostly consistent with previous studies investigating semantic incongruences in the linguistic field. Therefore, the error-monitoring process could be extended beyond linguistic forms, for example to images and brands.
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