DOI: 10.14704/nq.2019.17.1.1906

Neural Correlates of Consumers Perceiving the Stereotypes of Brand Personality: An Event-Related Potentials Study

Song Zhijie, Wang Hao, Shi Rui, Jing Kunpeng


Behavioral studies show that the personalities of Chinese traditional and fashionable brands are obviously different, namely a stereotype of personality. It is unclear how the personality evaluations of those brands are processed. This paper aims to explore the neural activities associated with words describing the brand names and its personality evaluations using event-related potentials (ERPs). A word-pair paradigm is used, the first word is a brand name from one of two categories (traditional and fashionable category), and the second word is a personality evaluation either in clemency or trend dimension (the special personality of Chinese brands). Recipients are asked to judge whether the personality evaluations are consistent with the brand names, while ERPs are recorded synchronously. Through the behavior data of reaction times and ERPs components, we conclude that the N400 serves as an index of a mismatch between the stereotypes of the brand and its personality evaluations, while the LPP reflects the consumers’ emotional attitudes in the process of the recalling of brand personality. It seems that the N400 and LPP are driven by separate neural mechanisms. The results verify the stereotypes of brand personality from the perspective of neural activities, and shed new light on the cultivation, monitoring and evaluation of brand personality.


Brand personality, Stereotypes, Emotional attitude, N400, LPP

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Supporting Agencies

Song Zhijie ,Yanshan University;Wang Hao ,Yanshan University;Shi Rui ,Yanshan University;Jing Kunpeng ,Yanshan University

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