IDEAS home Printed from https://ideas.repec.org/a/vrs/ngooec/v71y2025i3p52-63n1005.html
   My bibliography  Save this article

Assessing the Impact of Point-of-Sale Beer Brand Ads Through Consumer Neuroscience Research

Author

Listed:
  • Lukić Darko

    (Metropolitan University, FEFA Faculty, Belgrade, Serbia)

  • Starčević Slađana

    (Metropolitan University, FEFA Faculty, Belgrade, Serbia)

  • Pitić Goran

    (Metropolitan University, FEFA Faculty, Belgrade, Serbia)

Abstract

This study employs EEG and eye-tracking to assess how brand equity, creative complexity, and spatial layout influence implicit consumer responses to point-of-sale (POS) beer advertisements. Through the theoretical lens of predictive coding and processing fluency, laboratory testing with Serbian beer consumers (N = 20) revealed that simpler designs yielded superior attention performance across TFD and TTFF (d up to 2.62), independent of brand strength. Spatial repositioning reduced packshot detection time by 0.89s (p 1.0s, emotional valence > 5.0, cognitive load

Suggested Citation

  • Lukić Darko & Starčević Slađana & Pitić Goran, 2025. "Assessing the Impact of Point-of-Sale Beer Brand Ads Through Consumer Neuroscience Research," Naše gospodarstvo/Our economy, Sciendo, vol. 71(3), pages 52-63.
    • Handle: RePEc:vrs:ngooec:v:71:y:2025:i:3:p:52-63:n:1005
    DOI: 10.2478/ngoe-2025-0017
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/ngoe-2025-0017
    Download Restriction: no
    File URL: https://libkey.io/10.2478/ngoe-2025-0017?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:ngooec:v:71:y:2025:i:3:p:52-63:n:1005. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.