Established liked versus disliked brands: Brain activity, implicit associations and explicit responses
Consumers’ attitudes towards established brands were tested using implicit and explicit measures. In particular, late positive potential (LPP) effects were assessed as an implicit neurophysiological measure of motivational significance. The Implicit Association Test (IAT) was used as an implicit beh...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2016-12-01
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| Series: | Cogent Psychology |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/23311908.2016.1176691 |