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EMAC 2019 Annual Conference

Understanding the role of brand mascots using consumer neuroscience research methods

Published: May 28, 2019


Svetlana Berezka, National Research University Higher School of Economics; Marina Sheresheva, Lomonosov Moscow State University; Natalia Galkina, Neurotrend; Daria Zhigulskaya , Lomonosov Moscow State University, Neurotrend; Anastasia Gorbunova, Neurotrend


neuromarketing; brand associations; electroencephalography


The study presented in the paper aims to learn how consumers recognize brand characters (also known as brand mascots) and what pattern of brain activity is evoked in response to brand characters that have a strong association with a product in consumer perception. The study explores an approach to examining consumer perception of dairy brand product and the brand mascot vs. irrelevant animated characters based on visual event-related potentials. The experimental research was conducted in May and June 2018. The preliminary results support the difference in consumer reactions to brand relevant and irrelevant animated characters.


The research is conducted as a part of NeuroBarometer project