The Role of Event Related Potentials in Pre-comprehension Processing of Consumers to Marketing Logos

Simple item page
aut.relation.issue116en_NZ
aut.relation.journalCASPIAN JOURNAL OF NEUROLOGICAL SCIENCESen_NZ
aut.relation.volume5en_NZ
aut.researcherGholami Doborjeh, Zohreh
dc.contributor.authorNazari, MAen_NZ
dc.contributor.authorSalehi Fadardi, Jen_NZ
dc.contributor.authorGholami Doborjeh, Zen_NZ
dc.contributor.authorAmanzadeh Oghaz, Ten_NZ
dc.contributor.authorSaeedi, MTen_NZ
dc.contributor.authorYazdi, SAAen_NZ
dc.date.accessioned2019-11-29T03:19:47Z
dc.date.available2019-11-29T03:19:47Z
dc.date.copyright2019-01-01en_NZ
dc.date.issued2019-01-01en_NZ
dc.description.abstractBackground: In human behavior study, by peering directly into the brain and assessing distinct patterns, evoked neurons and neuron spike can be more understandable by taking advantages of accurate brain analysis. Objectives: We investigated the role of Event Related Potentials (ERPs) in pre-comprehension processing of consumers to marketing logos. Materials and Methods: In the framework of an experimental design, twenty-six right-handed volunteers (13 men, 13 women) participated in 2013 in the University of Tabriz. An individual task with a presentation of familiar vs. unfamiliar logos was designed. Stimuli were displayed on a monitor controlled by a PC using the Mitsar® stimulus presentation system PsyTask. Statistical analyses of ERPs data were analyzed by repeated measures ANOVA. Results: Our results showed, when subjects were dealing with familiar logos, higher peak amplitude for the N1 component in right hemisphere of the brain can be observed. These variations on averages of early components of ERPs in occipital lobe can be referred to the pre-perceptual brain activities. Conclusion: Investigating early components of ERP can be utilized further as an effective factor in prediction of the consumers ‘preference particularly in neuromarketing field.
dc.identifier.citationCaspian Journal of Neurological Sciences, 2019, 5(1): pp.16-22
dc.identifier.doi10.32598/CJNS.5.16.16en_NZ
dc.identifier.issn2423-4818en_NZ
dc.identifier.urihttps://hdl.handle.net/10292/13052
dc.publisherGuilan University of Medical Sciences, and co-published by Negah Institute for Scientific Communication
dc.relation.urihttp://cjns.gums.ac.ir/article-1-253-en.html
dc.rights© 2018 The Authors. This is an open access article under the CC-By-NC license.
dc.rights.accessrightsOpenAccessen_NZ
dc.subjectEvoked potentials; Comprehension; Neuro-marketing
dc.titleThe Role of Event Related Potentials in Pre-comprehension Processing of Consumers to Marketing Logosen_NZ
dc.typeJournal Article
pubs.elements-id366354
pubs.organisational-data/AUT
pubs.organisational-data/AUT/Design & Creative Technologies
pubs.organisational-data/AUT/Design & Creative Technologies/Engineering, Computer & Mathematical Sciences
pubs.organisational-data/AUT/PBRF
pubs.organisational-data/AUT/PBRF/PBRF Design and Creative Technologies
pubs.organisational-data/AUT/PBRF/PBRF Design and Creative Technologies/PBRF ECMS
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
gums-cjns-v5n1p16-en.pdf
Size:
1.03 MB
Format:
Adobe Portable Document Format
Description:
Journal article
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
AUT Grant of Licence for Tuwhera Aug 2018.pdf
Size:
276.29 KB
Format:
Adobe Portable Document Format
Description:
Download
Collections
KEDRI - the Knowledge Engineering and Discovery Research Institute