Running Head: Hemispheric Processing of Slogans Brand Familiarity in Advertisement Slogans: The Role of the Left and Right Cerebral Hemispheres

Content Provider	Scilit
Author	Vance, Kristy Virtue, Sandra
Copyright Year	2011
Description	Previous research shows that brand familiarity can affect purchase behavior, such that a familiar brand will be preferred over a less familiar brand. Previous research also shows that the use of metaphoric advertisements increases purchase intent. However, it is unknown how consumers implicitly process familiar brands when reading advertisements. Through the divided visual field paradigm, we investigated how the left and right cerebral hemispheres process familiar brands when presented with advertisement slogans. Participants in this experiment read familiar brand names and were presented with metaphoric, literal, or neutral slogans. Participants responded to related target words briefly shown to either the right or left hemisphere. The right hemisphere showed greater facilitation for literal than for metaphoric slogans when consumers were presented with familiar brands. Purchase intent ratings were higher when targets were presented to the left hemisphere. These findings suggest that brand familiarity influences consumers' processing of slogans in the right hemisphere and affects purchase intent ratings in the left hemisphere.
ISSN	1918719X
e-ISSN	19187203
DOI	10.5539/ijms.v3n3p42
Journal	International Journal of Marketing Studies
Issue Number	3
Volume Number	3
Language	English
Publisher	Canadian Center of Science and Education
Publisher Date	2011-08-01
Access Restriction	Open
Subject Keyword	Information and Library Science Familiar Brands Advertisement Slogans Hemispheres Process Right Cerebral Cerebral Hemispheres Affect Purchase
Content Type	Text
Resource Type	Article