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.
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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 |
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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
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DOI: https://doi.org/10.1007/978-3-030-20473-0_8
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Online ISBN: 978-3-030-20473-0
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