№ files_lp_4_process_2_62750
Experimental cognitive neuroscience study examining EEG theta-band activity and ERP N400 responses during exposure to congruent and incongruent brand logo sequences presented in virtual reality.
Field of study: Cognitive neuroscience
Research topic: Neural processing of brand-related visual congruence
Type of document: Scientific research summary
Methodology: Electroencephalography (EEG) and event-related potential (ERP) analysis
Participants: 32 individuals (13 female; mean age 26.84 ± 4.33)
Experimental setup: 32-channel EEG recording during a virtual reality visual task
Stimuli: 2D image sequences implying brands with congruent or incongruent brand logos
Number of stimuli sequences: 80 (40 congruent, 40 incongruent)
Frequency band analyzed: Theta band (4–7 Hz)
Time window analyzed: 700–1200 ms after stimulus onset
Key ERP component: N400
Brain regions analyzed: Central and mid-frontal electrodes
Statistical method: Two-dimensional permutation test
Primary variables: ERP amplitude differences and theta band activity between congruent and incongruent conditions
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