Estudo da percepção de marcas comerciais com uso do EEG: Valor emocional e social

Pedro Casademont Braddell Schiappa de

Key information

Authors:

Pedro Casademont Braddell Schiappa de (Pedro Casademont Braddell Schiappa de Azevedo)

Supervisors:

Maria Teresa Aguiar Santos Paiva (Maria Teresa Aguiar Santos Paiva); Carlos Manuel Pinho Lucas de Freitas (Carlos Manuel Pinho Lucas de Freitas)

Published in

11/18/2010

Abstract

In this experimental work, we sought to deepen the knowledge of neuromarketing, in what regards the role of brands in emotional and social levels. The objectives were to study the neural substrates of the perception of logos confronting with results already published, and to contribute to the validity of the electroencephalogram as a suitable technique for the study of neuromarketing. We studied the brain response of participants while they observed various commercial brand logos and classified each according to their preferences. In the ensuing analysis, the brands were divided into groups of preference and were confronted with the measures recorded. The results obtained with different methods of analysis show differences between the groups: the preferred brands show an increased late positive potential (LPP), suggested to be due to activations in the precuneus and the posterior cingulate cortex as observed in the LORETA images. Only the known brands elicited activations in the frontal cortex during the first second after logo presentation, while unknown brands provocked a stronger activation in the occipital cortex. Comparing directly the positively rated brands and indifferently rated ones, there are some differences, the most preferred brands being associated with more activation in the frontal cortex. We concluded that preferred brands are easily recognized and seen with greater attention, activating similar processes to those that are active when we look at strong emotional images. These brands are also more self-related, and help the consumer in defining his/her identity and facilitating the processes of decision-making of the everyday life.