METHOD TO DETERMINE THE ATTRIBUTES ASSOCIATED WITH A BRAND OR PRODUCT

摘要

A method of evaluating characteristics of a brand or product including the steps of: (a) presenting the brand or product to the subject during a first period; (b) determining brain activity of the subject during the first period; (c) presenting neutral visual and/or audio material to a subject during a second period; (d) determining a reference level of brain activity of the subject during the second period; and (e) evaluating attributes associated by the subject with the brand or product by determining differences in brain activities between the first and second periods.