EEG mapping of brain activity resulting from stimulation with brand logos
Diogo Filipe Prada da Silva · Open Repository of the University of Porto (University of Porto) · 2020
The results obtained in this experiment corroborate the hypothesis set at the start, since neural sources pointed out the role of visual processing structures in the valuation of brand logos.Another conclusion, obtained through time analysis of GFP for preferred and indifferent brand logos, is that the discrimination based on preference may occur at early stages of cognition, contrary to what is generally described, which is that decision making processes at later stages of cognition.