| Title: | Assessing the impact of point-of-sale beer brand ads through consumer neuroscience research |
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| Authors: | ID Lukić, Darko (Author)
ID Starčević, Slađana (Author)
ID Pitić, Goran (Author) |
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| Files: |  https://journals.um.si/index.php/oe/article/view/5448
Description: Prost dostop
 RAZ_Lukic_Darko_2025.pdf (743,78 KB)
MD5: B460032A6BC693AE81FC2222EC8CA5F3
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| Language: | English |
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| Work type: | Scientific work |
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| Typology: | 1.01 - Original Scientific Article |
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| Organization: | EPF - Faculty of Business and Economics
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| Abstract: | 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. |
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| Publication status: | Published |
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| Publication version: | Version of Record |
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| Publication date: | 26.09.2025 |
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| Year of publishing: | 2025 |
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| Number of pages: | str. 52-63 |
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| Numbering: | Vol. 71, no. 3 |
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| PID: | 20.500.12556/DKUM-95992  |
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| UDC: | 659.1:366.1 |
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| ISSN on article: | 2385-8052 |
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| COBISS.SI-ID: | 257598723 |
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| DOI: | 10.2478/ngoe-2025-0017 |
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| Publication date in DKUM: | 18.11.2025 |
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| Views: | 253 |
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| Downloads: | 8 |
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| Metadata: |    |
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| Categories: | Misc.
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