EEG theta and N400 responses to congruent versus incongruent brand logos

Neuroimaging and behavioral studies have shown that brands convey meaning to consumers. To investigate the immediate reactions of the brain to brand logos, followed either by congruent or incongruent pictorial brand-related cues, can deepen understanding of the semantic processing of brands, and perhaps how consolidated the logo is in consumers’ minds. Participants were exposed to different brand-related image sets, that were either congruent (a match between brand-related images and brand logo) or incongruent (a mismatch between brand-related images and brand logo) while having their brain signals recorded. Event-related potential and EEG time–frequency domain features were extracted from the signals of the target image (brand logo). The results showed significantly larger N400 peak and relative theta power increase for incongruent compared to congruent logos, which could be attributed to an error-monitoring process. Thus, we argue that brands are encoded deeply in consumers’ minds, and cognitive processing of mismatched (vs matched) brand logos is more difficult, leading to greater error monitoring. The results were mostly consistent with previous studies investigating semantic incongruences in the linguistic field. Therefore, the error-monitoring process could be extended beyond linguistic forms, for example to images and brands

Higher levels of narrativity lead to similar patterns of posterior EEG activity across individuals

The focus of cognitive and psychological approaches to narrative has not so much been on the elucidation of important aspects of narrative, but rather on using narratives as tools for the investigation of higher order cognitive processes elicited by narratives (e.g., understanding, empathy, etc.). In this study, we work toward a scalar model of narrativity, which can provide testable criteria for selecting and classifying communication forms in their level of narrativity. We investigated whether being exposed to videos with different levels of narrativity modulates shared neural responses, measured by inter-subject correlation, and engagement levels. Thirty-two participants watched video advertisements with high-level and low-level of narrativity while their neural responses were measured through electroencephalogram. Additionally, participants’ engagement levels were calculated based on the composite of their self-reported attention and immersion scores. Results demonstrated that both calculated inter-subject correlation and engagement scores for high-level video ads were significantly higher than those for low-level, suggesting that narrativity levels modulate inter-subject correlation and engagement. We believe that these findings are a step toward the elucidation of the viewers’ way of processing and understanding a given communication artifact as a function of the narrative qualities expressed by the level of narrativity