{"?xml":{"@version":"1.0"},"edm:RDF":{"@xmlns:dc":"http://purl.org/dc/elements/1.1/","@xmlns:edm":"http://www.europeana.eu/schemas/edm/","@xmlns:wgs84_pos":"http://www.w3.org/2003/01/geo/wgs84_pos","@xmlns:foaf":"http://xmlns.com/foaf/0.1/","@xmlns:rdaGr2":"http://rdvocab.info/ElementsGr2","@xmlns:oai":"http://www.openarchives.org/OAI/2.0/","@xmlns:owl":"http://www.w3.org/2002/07/owl#","@xmlns:rdf":"http://www.w3.org/1999/02/22-rdf-syntax-ns#","@xmlns:ore":"http://www.openarchives.org/ore/terms/","@xmlns:skos":"http://www.w3.org/2004/02/skos/core#","@xmlns:dcterms":"http://purl.org/dc/terms/","edm:WebResource":[{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-VPWZAV1S/73c4e7ed-905d-432f-889e-845564f2d522/PDF","dcterms:extent":"749 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-VPWZAV1S/bf139952-1ae7-4a68-8ac8-535be028db39/TEXT","dcterms:extent":"45 KB"}],"edm:ProvidedCHO":{"@rdf:about":"URN:NBN:SI:doc-VPWZAV1S","dcterms:issued":"2025","dc:creator":["Lukić, Darko","Pitic´, Goran","Starčević, Slađana"],"dc:format":[{"@xml:lang":"sl","#text":"številka:3"},{"@xml:lang":"sl","#text":"letnik:71"},{"@xml:lang":"sl","#text":"str. 52-63"}],"dc:identifier":["DOI:10.2478/ngoe-2025-0017","ISSN:2385-8052","COBISSID_HOST:257598723","URN:URN:NBN:SI:doc-VPWZAV1S"],"dc:language":"en","dc:publisher":{"@xml:lang":"sl","#text":"Ekonomsko-poslovna fakulteta"},"dc:source":{"@xml:lang":"sl","#text":"Naše gospodarstvo"},"dc:subject":[{"@xml:lang":"sl","#text":"EEG (elektroencefalografija)"},{"@xml:lang":"sl","#text":"nevroznanost potrošnikov"},{"@xml:lang":"sl","#text":"sledenje očem"},{"@xml:lang":"sl","#text":"vizualna pozornost"},{"@xml:lang":"sl","#text":"vrednost blagovne znamke"}],"dc:title":{"@xml:lang":"sl","#text":"Assessing the impact of point-of-sale beer brand ads through consumer neuroscience research|"},"dc:description":{"@xml:lang":"sl","#text":"This study employs EEG and eye-tracking to assess how brand equity, creative complexity, and spatial layout influence implicit consumer responses to point-of-sale (POS) beer advertisements. Through the theoretical lens of predictive coding and processing fluency, laboratory testing with Serbian beer consumers (N = 20) revealed that simpler designs yielded superior attention performance across TFD and TTFF (d up to 2.62), independent of brand strength. Spatial repositioning reduced packshot detection time by 0.89s (p<0.001, d=1.78) in horizontal versus vertical layouts. EEG showed no significant brand differences (valence d=0.07, p=0.765), offering a theoretical interpretation consistent with predictive coding, wherein expected stimuli elicit reduced neural activation, with brand strength operating solely through attentional pathways. Eye-tracking revealed strong brands' automatic attentional capture of iconic elements (e.g., letter 'J'; TTFF=0.47s), theoretically reconciled via processing fluency as effortless decoding. We derive actionable POS benchmarks: packshot detection < 0.5s, slogan engagement > 1.0s, emotional valence > 5.0, cognitive load < 5.0. This advances GDPR/NDA-compliant methodology while offering practical guidelines grounded in neurocognitive theory"},"edm:type":"TEXT","dc:type":[{"@xml:lang":"sl","#text":"znanstveno časopisje"},{"@xml:lang":"en","#text":"journals"},{"@rdf:resource":"http://www.wikidata.org/entity/Q361785"}]},"ore:Aggregation":{"@rdf:about":"http://www.dlib.si/?URN=URN:NBN:SI:doc-VPWZAV1S","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:doc-VPWZAV1S"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:doc-VPWZAV1S/73c4e7ed-905d-432f-889e-845564f2d522/PDF"},"edm:rights":{"@rdf:resource":"http://creativecommons.org/licenses/by-nc-nd/4.0/"},"edm:provider":"Slovenian National E-content Aggregator","edm:intermediateProvider":{"@xml:lang":"en","#text":"National and University Library of Slovenia"},"edm:dataProvider":{"@xml:lang":"sl","#text":"Univerza v Mariboru, Ekonomsko-poslovna fakulteta"},"edm:object":{"@rdf:resource":"http://www.dlib.si/streamdb/URN:NBN:SI:doc-VPWZAV1S/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:doc-VPWZAV1S"}}}}