Abstract
The market for beverages providing a cognitive boost is growing. Marketers often highlight the benefits of such drinks in their advertisements. Can such communications influence consumers’ actual cognitive performance? Our results of cognitive task battery in a controlled experiment show that consumers’ cognitive performance was negatively impacted in the presence of an advertisement communicating the benefits of a cognitive drink.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Vakratsas, D., Ambler, T.: How advertising works: what do we really know? J. Mark. 63(1), 26–43 (1999)
Edell, J.A., Burke, M.C.: The power of feelings in understanding advertising effects. J. Consum. Res. 14(3), 421–433 (1987)
Mela, C.F., Gupta, S., Lehmann, D.R.: The long-term impact of promotion and advertising on consumer brand choice. J. Mark. Res. 34(2), 248–261 (1997)
Ayaz, H., Shewokis, P.A., Bunce, S., Izzetoglu, K., Willems, B., Onaral, B.: Optical brain monitoring for operator training and mental workload assessment. Neuroimage 59(1), 36–47 (2012)
Ayaz, H., Onaral, B., Izzetoglu, K., Shewokis, P.A., McKendrick, R., Parasuraman, R.: Continuous monitoring of brain dynamics with functional near infrared spectroscopy as a tool for neuroergonomic research: empirical examples and a technological development. Front. Hum. Neurosci. 7, 871 (2013)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Appendices
Appendix A: Example of Arithmetic Task
Appendix B: Example of Rapid Visual Processing (RVP) Task
Appendix C: Example of Stroop Task
Appendix D: Experiment Procedure
Appendix E: Drink Evaluation Survey Sample Questions
Item no. | Description |
|---|---|
1 | The hot beverage activated me |
2 | The hot beverage was strong |
3 | The hot beverage was good |
4 | I am feeling active |
5 | I feel confident at my ability this time |
6 | I feel confident at my performance on the tasks |
Rights and permissions
Copyright information
© 2020 Springer Nature Switzerland AG
About this paper
Cite this paper
Ye, H. et al. (2020). The Effects of Advertising on Cognitive Performance. In: Ayaz, H. (eds) Advances in Neuroergonomics and Cognitive Engineering. AHFE 2019. Advances in Intelligent Systems and Computing, vol 953. Springer, Cham. https://doi.org/10.1007/978-3-030-20473-0_8
Download citation
DOI: https://doi.org/10.1007/978-3-030-20473-0_8
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-20472-3
Online ISBN: 978-3-030-20473-0
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)