search query: @indexterm BRAND CHOICE / total: 192
reference: 5 / 192
| Author: | Silberstein, R.B. Nield, G.E. |
| Title: | Brain activity correlates of consumer brand choice shift associated with television advertising |
| Journal: | International Journal of Advertising
2008 : VOL. 27:3, p. 359-380 |
| Index terms: | advertising television advertising effectiveness brand choice consumer behaviour research Australia |
| Freeterms: | groceries |
| Language: | eng |
| Abstract: | This study examines the relationship between television (here as: TV) advertising (as: adv-g.) and changes in consumer brand preference based on brain activity (as: br-act.) measures. Prior to and after viewing a TV programme including grocery advertisements, 198 right-handed females selected six 'door prizes' from six grocery categories. Steady-state topography (SST) was used for estimating br-act. at eight sites. It is hypothesized that lateral prefrontal (here as: lat-pfl.) activity would be higher during branding for the 18 participants shifting to the advertised jam compared to those consistently selecting the competitor jam, was confirmed, but only for the left hemisphere. The study findings suggest that SST activity at lat-pfl. sites during TV advertisement branding may be a useful indicator of adv-g. effectiveness. |
SCIMA