The Effect of Congruence on the Attention and Sponsorship Processing: An Application of Neuromarketing by Electroencephalogram
Academics, professionals, and business strategist agree on the importance of consistency in the act of sponsorship to measure their effectiveness (Woisetschlager and Michaelis 2012) The congruence measures the relationship fit between sponsor sponsee as perceived by the consumer. Previous studies have linked the ability of neuroimaging to predict the acceptance of advertisements (Vecchiato Kong and Wei 2012) The objective of the research is to measure the effect of congruence on the effectiveness of sponsorship and processing information from a neuroscientific point of view.