Another possibility is the use of the event-related potentials calculated from the averaged signal of the EEG synchronized with the presentation of a stimulus (Barthlow, 2009). For example, studies show an increased LPP component (late positive potential aproximately between 400 and 600 ms) for emotional images when compared to neutral images (Cuthbert, 2000; Pastor, 2008), and we pretend to verify if the same processes happen with brands