Spatiotemporal models of invasive and noninvasive EEG recordings during abstract and concrete word processing in the human brain

N400 studies have been conducted to assess whether consumers judge a new product as member of a known brand (i.e., brand extension). However, as these studies rely in their analysis on predefined mental categories (brands, product categories): what happens when they are not predefined and even context-dependent? Can we measure with the N400 the effect of marketing stimuli on mental category formation? The aim of this project is to to answer these questions.

Publication year:2020

Accessibility:Open