Quotation Bosshard, Shannon and Bourke, Jesse and Kunaharan, Sajeev and Koller, Monika and Walla, Peter. 2016. Established liked versus disliked brands: brain activity, implicit associations and explicit responses. Cogent Psychology , 1-30.




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 behavioural measure of valence-related aspects (affective content) of brand attitude. We constructed individualised stimulus lists of liked and disliked brand types from participants’ subjective pre-assessment. Participants then re-rated these visually presented brands whilst brain potential changes were recorded via electroencephalography (EEG). First, self-report measures during the test confirmed pre-assessed attitudes underlining consistent explicit rating performance. Second, liked brands elicited significantly more positive going waveforms (LPPs) than disliked brands over right parietal cortical areas starting at about 800 ms post stimulus onset (reaching statistical significance at around 1,000 ms) and lasting until the end of the recording epoch (2,000 ms). In accordance to the literature, this finding is interpreted as reflecting positive affect-related motivational aspects of liked brands. Finally, the IAT revealed that both liked and disliked brands indeed are associated with affect-related valence. The increased levels of motivation associated with liked brands is interpreted as potentially reflecting increased purchasing intention, but this is of course only speculation at this stage.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Cogent Psychology
Language English
Title Established liked versus disliked brands: brain activity, implicit associations and explicit responses
Year 2016
Page from 1
Page to 30
Reviewed? Y
URL http://www.tandfonline.com/doi/full/10.1080/23311908.2016.1176691
DOI http://dx.doi.org/10.1080/23311908.2016.1176691


Koller, Monika (Details)
Bosshard, Shannon (University of Newcastle, Australia)
Bourke, Jesse (University of Newcastle, Australia)
Kunaharan, Sajeev (University of Newcastle, Australia)
Walla, Peter (University of Newcastle, Australia)
Institute for Marketing Management IN (Details)
Institute for Marketing and Consumer Research IN (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
5301 Distributive trades (Details)
5307 Business and management economics (Details)
5320 Marketing (Details)
5321 Market research (Details)
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