Module 3: The brain in business and society Flashcards
Why do most neuromarketing companies use EEG?
- cheap and easy in use
- natural viewing conditions & mobile
- high time resolution
- often in combination with other methods
Main goals (2) of neuromarketing
- Understanding the underlying process
- Assessing the quality of a marketing stimulus
How is a specific brain process indicated by EEG
By the brain wave frequency and spatial location
How indicates EEG attention/arousal?
Frequency: Alpha waves (8-12Hz)
- Low alpha = high attention
Location: parietal cortex
How does EEG indicate cognitive processing?
Frequency: Theta waves (4-8 Hz)
- High theta = high memory processing
Location: medial frontal cortex
How does EEG indicate approach and avoidance?
By the frontal assymetry
- Right alpha > left alpha = approach motivation
- Left alpha > right alpha = avoidance motivation
Name the purpose and the dimensions of the endorser theory/VisCAP model
The visCAP model shows relevant characteristics for choosing celebrities for advertising
Dimensions:
- Visibility (well-known and popular)
- Credibility
- Expertise
- Trustworthy
- Attraction
- Physically attractive and likable
- Similarity
- Power (authority)
Describe the ABC brain process underlying celebrity effects in advertising
A. Well-known and popular
B. Believable link between celebrity and product = expertise
C. Given well-known and expertise, maximize: Physical attractiveness, likability, trustworthiness and role model
Elaboration likelihood model
Specifies an elaboration continuum which is bounded at one end by not thought about the issue-relevant information available in a persuasion situation and at the other by complete elaboration of all relevant information
- Two core routes: thoughtful and cognitively effortful
(system 2 of dual processing theory) and the less
demanding peripheral route (system 1 of dual
processing theory)
