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The Effects of Advertising on Cognitive Performance

  • Hongjun YeEmail author
  • Siddharth Bhatt
  • Wenting Zhong
  • Jan Watson
  • Amanda Sargent
  • Yigit Topoglu
  • Hasan Ayaz
  • Rajneesh Suri
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 953)

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.

Keywords

Cognitive drinks Consumer behavior Advertisement 

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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Hongjun Ye
    • 1
    Email author
  • Siddharth Bhatt
    • 1
  • Wenting Zhong
    • 1
  • Jan Watson
    • 1
  • Amanda Sargent
    • 1
  • Yigit Topoglu
    • 1
  • Hasan Ayaz
    • 1
    • 2
  • Rajneesh Suri
    • 1
    • 2
  1. 1.Drexel UniversityPhiladelphiaUSA
  2. 2.Drexel Business Solutions InstitutePhiladelphiaUSA

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