20.500.12556/DKUM-95992 Assessing the impact of point-of-sale beer brand ads through consumer neuroscience research Ocena vpliva oglasov za blagovne znamke piva na prodajnih mestih s pomočjo nevroznanstvenih raziskav potrošnikov This study employs EEG and eye-tracking to assess how brand equity, creative complexity, and spatial layout influence implicit consumer responses to point-of-sale (POS) beer advertisements. Through the theoretical lens of predictive coding and processing fluency, laboratory testing with Serbian beer consumers (N = 20) revealed that simpler designs yielded superior attention performance across TFD and TTFF (d up to 2.62), independent of brand strength. Spatial repositioning reduced packshot detection time by 0.89s (p<0.001, d=1.78) in horizontal versus vertical layouts. EEG showed no significant brand differences (valence d=0.07, p=0.765), offering a theoretical interpretation consistent with predictive coding, wherein expected stimuli elicit reduced neural activation, with brand strength operating solely through attentional pathways. Eye-tracking revealed strong brands' automatic attentional capture of iconic elements (e.g., letter 'J'; TTFF=0.47s), theoretically reconciled via processing fluency as effortless decoding. We derive actionable POS benchmarks: packshot detection < 0.5s, slogan engagement > 1.0s, emotional valence > 5.0, cognitive load < 5.0. This advances GDPR/NDA-compliant methodology while offering practical guidelines grounded in neurocognitive theory. nevroznanost potrošnikov vrednost blagovne znamke EEG (elektroencefalografija) sledenje očem vizualna pozornost true false true Angleški jezik Slovenski jezik Znanstveno delo 2025-11-18 11:37:07 2025-11-18 11:37:08 2026-03-12 15:21:01 0000-00-00 00:00:00 2025 0 0 str. 52-63 no. 3 Vol. 71 2025 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 2025-09-26 659.1:366.1 257598723 10.2478/ngoe-2025-0017 2385-8052 https://journals.um.si/index.php/oe/article/view/5448 Prost dostop 1 894909e0-c46a-11f0-969a-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=200744 RAZ_Lukic_Darko_2025.pdf RAZ_Lukic_Darko_2025.pdf 1 B460032A6BC693AE81FC2222EC8CA5F3 59306e8e1d20cf7982ad92073546cb94a61d3ec28f6b6b833ef5dea30e5294a4 9f818680-c46a-11f0-969a-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=200745 Ekonomsko-poslovna fakulteta Naše gospodarstvo Naše gospodarstvo 0 0 0