The effects of advertising on cognitive performance

Hongjun Ye, Siddharth Bhatt, Wenting Zhong, Jan Watson, Amanda Sargent, Yigit Topoglu, Hasan Ayaz, Rajneesh Suri

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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.

Original languageEnglish (US)
Title of host publicationAdvances in Neuroergonomics and Cognitive Engineering - Proceedings of the AHFE 2019 International Conference on Neuroergonomics and Cognitive Engineering, and the AHFE International Conference on Industrial Cognitive Ergonomics and Engineering Psychology, 2019
EditorsHasan Ayaz
PublisherSpringer Verlag
Pages78-83
Number of pages6
ISBN (Print)9783030204723
DOIs
StatePublished - Jan 1 2020
EventAHFE International Conference on Neuroergonomics and Cognitive Engineering, 2019 and the AHFE International Conference on Industrial Cognitive Ergonomics and Engineering Psychology, 2019 - Washington D.C., United States
Duration: Jul 24 2019Jul 28 2019

Publication series

NameAdvances in Intelligent Systems and Computing
Volume953
ISSN (Print)2194-5357
ISSN (Electronic)2194-5365

Conference

ConferenceAHFE International Conference on Neuroergonomics and Cognitive Engineering, 2019 and the AHFE International Conference on Industrial Cognitive Ergonomics and Engineering Psychology, 2019
CountryUnited States
CityWashington D.C.
Period7/24/197/28/19

All Science Journal Classification (ASJC) codes

  • Control and Systems Engineering
  • Computer Science(all)

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