Conclusion
We conclude that logos are perceived in different ways, according to familiarity and preference. We found that the frontal cortex was exclusively activated for the familiar brands, revealing the importance of brands as meaningful symbols that convey a specific message about oneself or about our peers. Furthermore, preferred brands showed faster response times; had larger LPP, meaning they were given more attention and were more self-relevant. These brands were more active in the frontal cortex than indifferent brands when compared directly; and especially there was considerably more activation in the anterior rostral frontomedial cortex simultaneously with the precuneus and posterior cingulate, indicating the participation of the preferred brands in processes of person perception, self-knowledge and mentalizing (Amodio, 2006).
We achieved our objectives of this exploratory study and reinforce the importance of the EEG technique in future studies of neuromarketing.