Cognitive neuroscience and the role of dual cognitive processing, of emotional engagement and selective visual attention: a study of brands and consumer behavior from the point of view of sustainable consumption

• Grant number: 14/22576-4
• Support Opportunities: Regular Research Grants
• Start date: February 01, 2015
• End date: January 31, 2018
• Field of knowledge: Applied Social Sciences - Administration - Business Administration
• Principal Investigator: Jorge Henrique Caldeira de Oliveira
• Grantee: Jorge Henrique Caldeira de Oliveira
• Host Institution: Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (FEARP). Universidade de São Paulo (USP). Ribeirão Preto , SP, Brazil
• Associated researchers: Charbel José Chiappetta Jabbour ; Cristina Ferreira Netto ; Frederico Guilherme Graeff ; Janaina de Moura Engracia Giraldi ; Renê de Oliveira Joaquim dos Santos

Abstract

This research project sought to contribute to the discussion of the relationship between cognitive neuroscience and branding, relating the impacts of advertising and positive associations on the Dual Cognitive System of advertisements of recognized brands, seeking to identify impacts on selective visual attention and emotional engagement of young adults in the consumption of alcoholic beverages. The aim was to understand whether there is a strong relationship of selective attention and emotional engagement for strong brands rather than weaker brands in terms of brand equity. This discussion will be based on previous studies that discussed such effects from the point of view of neuroscience, particularly considering the model of dual cognitive processing, in which effects of prolonged exposure to brands with strong positive associations would result in increased selective attention and commitment to strong brands. An experiment with two brands of beer and use of non-invasive neuroscientific equipment (EEG, GSR, HRV and Eye Tracking) was conducted to identify the patterns of visual attention and biometric and neurological markers of individuals. This multidisciplinary project included neuroscientists, psychologists and administrators. The project also sought to develop the first laboratory of neuroscience and neuromarketing applied to the management of the University of São Paulo, representing a milestone in the practice of multidisciplinary science at FEARP and the university itself. (AU)

Scientific publications

(References retrieved automatically from Web of Science and SciELO through information on FAPESP grants and their corresponding numbers as mentioned in the publications by the authors)

JORGE HENRIQUE CALDEIRA DE OLIVEIRA; JANAINA DE MOURA ENGRACIA GIRALDI. Neuromarketing e suas implicações para a gestão de operações: um experimento com duas marcas de cerveja. Gestão & Produção, v. 26, n. 3, 2019-08-29. (14/22576-4)

FIDELIS, BRUNO TOMASELLI; CALDEIRA OLIVEIRA, JORGE HENRIQUE; ENGRACIA GIRALDI, JANAINA DE MOURA; JOAQUIM SANTOS, RENE OLIVEIRA. Sexual appeal in print media advertising: effects on brand recall and fixation time. RESEARCH JOURNAL OF TEXTILE AND APPAREL, v. 21, n. 1, p. 42-58, 2017. (14/22576-4)