Brain activity correlates of consumer brand choice shift associated with television advertising

International Journal of Advertising

Volumn 27, Issue 3, 2008, Pages 359-380

  Silberstein, Richard B ^a,b   Nield, Geoffrey E ^b  

^a SWINBURNE UNIVERSITY OF TECHNOLOGY   (Australia)

^b Neuro Insight Pty Ltd   (Australia)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 50649093714     PISSN: 02650487     EISSN: None     Source Type: Journal    
DOI: 10.2501/S0265048708080025     Document Type: Article

References (48)

1. Adams, A. J. & Blair, M.H. (1992) Persuasive advertising and sales accountability: past experience and forward validation. Journal of Advertising Research, 32(2), pp. 20-25.
2. Ambler, T. & Burne, T. (1999) The impact of affect on memory of advertising. Journal of Advertising Research, 39(2), pp. 25-34.
3. Ambler, T., Braeutigan, S., Stins, J., Rose, S. & Swithenby, S. (2001) Magnetoencephalographic signals identify stages in real-life decision processes. Neural Plasticity, 8(4), pp. 241-253.
4. Ambler, T., Braeutigan, S., Stins, J., Rose, S. & Swithenby, S. (2004) Salience and choice: neural correlates of shopping experience. Psychology and Marketing, 21(4), pp. 247-261.
5. Blair, R.C. & Karniski, W. (1993) An alternative method for significance testing of waveform difference potential. Psychophysiology, 30(5), pp. 518-524.
6. Braeutigam, S. (2005) Neuroeconomics - from neural systems to economic behaviour. Brain Research Bulletin, 67(5), pp. 355-360.
7. Brewer, J.B., Zhao, Z., Desmond, J.E., Glover, G.H. & Gabrieli, J.D. (1998) Making memories: brain activity that predicts how well visual experience will be remembered. Science, 281(5380), pp. 1185-1187.
8. Buckner, R.L., Kelley, W.M. & Petersen, S.E. (1999) Frontal cortex contributes to human memory formation. Nature Neuroscience, 2(4), pp. 311-314.
9. Buckner, R.L., Koutstaal, W.K., Schacter, D.L. & Rosen, B.R. (2000) Functional MRI evidence for a role of frontal and inferior temporal cortex in amodal components of priming. Brain, 123(3), pp. 620-640.
10. Damasio, A.R., Damasio, H. & Christen, Y. (1996) Neurobiology of Decision-making. Berlin: Springer.
11. Deppe, M., Schwindt, W., Kugel, H., Plasmann, H. & Kenning, P. (2005) Nonlinear responses within the medial prefrontal cortex reveal when specific implicit information influences economic decision making. Journal of Neuroimaging, 15(2), pp. 171-182.
12. Ellis, K.A., Silberstein, R.B. & Nathan, P.J. (2006) Exploring the temporal dynamics of the spatial working memory n-back task using steady state visual evoked potentials (SSVEP). NeuroImage, 31(4), pp. 1741-1751.
13. Fitzsimons, G.J., Hutchinson, J.W., Williams, P., Alba, J.W., Chartland, T.L., Huber, J., Kardes, F.R., Menon, G., Raghubir, P., Russo, J.E., Shiv, B. & Tavassoli, N.T. (2002) Non-conscious influence on consumer choice. Marketing Letters, 13(3), pp. 269-279.
14. Gray, M., Kemp, A.H., Silberstein, R.B. & Nathan, P.J. (2003) Cortical neurophysiology of anticipatory anxiety: an investigation utilizing steady state probe topography (SSPT). NeuroImage, 20(2), pp. 975-986.
15. Habib, R., Nyberg, L. & Tulving, E. (2003) Hemispheric asymmetries of memory: the HERA model revisited. Trends in Cognitive Sciences, 7(6), pp. 241-245.
16. Heath, R. & Nairn, A. (2005) Measuring affective advertising: implications of low attention processing on recall. Journal of Advertising Research, 45(2), pp. 269-281.
17. Kelley, W.M., Miezin, F.M., McDermott, K.B., Buckner, R.L., Raichle, M.E., Cohen, N.J., Ollinger, J.M., Akbudak, E., Conturo, T.E., Snyder, A.Z. & Petersen, P.E. (1998) Hemispheric specialization in human dorsal frontal cortex and medial temporal lobe for verbal and nonverbal memory encoding. Neuron, 20(5), pp. 927-936.
18. Kemp, A.H., Gray, M.A., Eide, P., Silberstein, R.B. & Nathan, P.J. (2002) Steady-state visually evoked potential topography during processing of emotional valence in healthy subjects. NeuroImage, 17(4), pp. 1684-1692.
19. Kemp, P., Gray, M.A., Line, P., Silberstein, R.B. & Nathan, P.J. (2003) Preliminary electrophysiological evidence for modulation of the processing of negative affect by serotonin. Brain and Cognition, 51(2), pp. 198-200.
20. Kemp, A.H., Silberstein, R.B., Armstrong, S. & Nathan, P.J. (2004) Gender differences in the cortical electrophysiological processing of visual emotional stimuli. NeuroImage, 21(2), pp. 632-646.
21. Kenning, P., Plassmann, H. & Ahlert, D. (2007) Applications of functional magnetic resonance imaging for market research. Qualitative Market Research: An International Journal, 10(2), pp. 135-152.
22. Knutson, B., Rick, S., Wimmer, G.E., Prelec, D. & Lowenstein, G. (2007) Neural predictors of purchases. Neuron, 53(1), pp. 147-156.
23. Krugman, H.E. (1972) Why three exposures may be enough. Journal of Advertising Research, 12(1), pp. 11-14.
24. Line, P., Silberstein, R.B., Wright, J.J. & Copolov, D. (1998) Steady state visually evoked potential correlates of auditory hallucinations in schizophrenia. NeuroImage, 8(4), pp. 370-376.
25. North, A.C., Hargreaves, D.J. & McKendrick, J. (1999) The influence of in-store music on wine selections. Journal of Applied Psychology, 84(2), pp. 271-276.
26. Nunez, P.L., Silberstein, R.B., Cadusch, P.J., Wijesinghe, R.S., Westdorp, A.F. & Srivinasan, R. (1994) A theoretical and experimental study of high resolution EEG based on surface Laplacians and cortical imaging. EEG and Clinical Neurophysiology, 90, pp. 40-57.
27. Paller, K.A., Hutson, C.A., Miller, B.B. & Boehm, S.G. (2003) Neural manifestation of memory with and without awareness. Neuron, 38(3), pp. 507-516.
28. Paulus, M.P. & Frank, L.R. (2003) Ventromedial prefrontal cortex activation is critical for preference judgments. Neuroreport, 14(10), pp. 1311-1315.
29. Perlstein, W.M., Cole, M.A., Larson, M., Kellya, K., Seignourela, P. & Keil, A. (2003) Steady-state visual evoked potentials reveal frontally-mediated working memory activity in humans. Neuroscience Letters, 342(3), pp. 191-195.
30. Rossiter, J. & Percy, L. (1997) Advertising Communications and Promotion Management. New York: McGraw Hill, pp. 553-554.
31. Rossiter, J.R., Silberstein, R.B., Harris, P.G. & Nield, G. (2001) Brain-imaging detection of visual scene encoding in long-term memory for TV commercials. Journal of Advertising Research, 41(2), pp. 13-21.
32. Rugg, M.D. (1996) Event-related potential studies of human memory, in Gazzaniga, M.S. (ed.) The Cognitive Neurosciences. Cambridge, MA: MIT Press, pp. 789-801.
33. Schacter, D.L. (1987) Implicit memory: history and current status. Journal of Experimental Psychology: Learning, Memory & Cognition, 13(3), pp. 501-518.
34. Schaefer, M., Berens, H., Heinze, H.-J. & Rotte, M. (2006) Neural correlates of culturally familiar brands of car manufacturers. NeuroImage, 31(2), pp. 861-865.
35. Sergerie, K., Lepage, M. & Armony, J.L. (200S) A face to remember: emotional expression modulates prefrontal activity during memory formation. NeuroImage, 24(2), pp. 580-585.
36. Shapiro, D.M. & Krishnan, H.S. (2001) Memory based measures for assessing advertising effects: a comparison of explicit and implicit memory effects. Journal of Advertising, 30(3), pp. 1- 13.
37. Shapiro, D.M., Macinnis, D.J. & Heckler, S.E. (1997) The effects of incidental ad exposure on the formation of consideration sets. Journal of Consumer Research, 24(1), pp. 94-104.
38. Silberstein, R.B. (1995) Steady state visually evoked potentials, brain resonances and cognitive processes, in Nunez, P.L. (ed.) Neocortical Dynamics and Human EEG Rhythms. New York: Oxford University Press, pp. 272-303.
39. Silberstein, R.B., Schier, M.A., Pipingas, A., Ciorciari, J., Wood, S.R. & Simpson, D.G. (1990) Steady state visually evoked potential topography associated with a visual vigilance task. Brain Topography, 3(2), pp. 337-347.
40. Silberstein, R.B., Ciorciari, J. & Pipingas, A. (1995) Steady-state visually evoked potential topography during the Wisconsin card sorting test. EEG and Clinical Neurophysiology, 96(1), pp. 24-35.
41. Silberstein, R.B., Farrow, M.A., Levy, F., Pipingas, A., Hay, D.A. & Jarman, F.C. (1998) Functional brain electrical; activity mapping in boys with attention deficit hyperactivity disorder. Archives of General Psychiatry, 55(12), pp. 1105-1112.
42. Silberstein, R.B., Line, P., Pipingas, A., Copolov, D. & Harris, P. (2000) Steady-state visually evoked potential topography during the continuous performance task in normal controls and schizophrenia. EEG and Clinical Neurophysiology, 111(5), pp. 850-857.
43. Silberstein, R.B., Harris, P.G., Nield, G.A. & Pipingas, A. (2000) Frontal steady-state potential changes predict long term recognition memory performance. International Journal of Psychophysiology, 39(1), pp. 79-85.
44. Silberstein, R.B., Nunez, P.L., Pipingas, A., Harris, P. & Danieli, F. (2001) Steady state visually evoked potential (SSVEP) topography in a graded working memory task. International Journal of Psychophysiology, 42(2), pp. 125-138.
45. Silberstein, R.B., Danieli, F. & Nunez, P.L. (2003) Fronto-parietal evoked potential synchronization is increased during mental rotation. Neuroreport, 14(1), pp. 67-71.
46. Smith, M.E. & Gevins, A. (2004) Attention and brain activity while watching television: components of viewer engagement. Media Psychology, 6(3), pp. 285-305.
47. Tellis, G.J. (1997) Effective frequency: one exposure or three factors? Journal of Advertising Research, 37(4), pp. 75-80.
48. Tulving, E., Kapur, S., Craik, F.I., Moscovitch, M. & Houle, S. (1994) Hemispheric encoding/retrieval asymmetry in episodic memory: positron emission tomography findings. Proceedings of the National Academy of Sciences, 91(6), pp. 2016-2020.