Neuroelectrical Indexes for the Study of the Efficacy of TV Advertising Stimuli

Patrizia Cherubino (), Arianna Trettel (), Giulia Cartocci, Dario Rossi, Enrica Modica, Anton Giulio Maglione, Marco Mancini, Gianluca Flumeri and Fabio Babiloni ()
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Patrizia Cherubino: IULM University
Arianna Trettel: BrainSigns srl
Giulia Cartocci: BrainSigns srl
Dario Rossi: BrainSigns srl
Enrica Modica: BrainSigns srl
Anton Giulio Maglione: BrainSigns srl
Marco Mancini: BrainSigns srl
Gianluca Flumeri: BrainSigns srl
Fabio Babiloni: BrainSigns srl

Chapter Chapter 22 in Selected Issues in Experimental Economics, 2016, pp 355-371 from Springer

Abstract: Abstract In this chapter, we present the findings of an experiment aimed to investigate cognitive and emotional changes of cerebral activity during the observation of TV commercials. In particular, we recorded the electroencephalographic (EEG), galvanic skin response (GSR) and heart rate (HR) from a group of 24 healthy subjects during the observation of a series of TV advertisements. The group was equally divided also by gender (male, female) and age (young, old). Comparisons of cerebral and emotional indices previously defined have been performed to highlight gender differences between TV commercial and scenes of interest of specific commercials. Findings show how EEG methodologies, along with the measurements of autonomic variables, could be used to obtain information not obtainable otherwise with verbal interviews. These cerebral and emotional indexes could help to analyze the perception of TV advertisements according to the consumer’s gender and age.

Keywords: EEG; HR; GSR; TV commercials; Neuromarketing (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-28419-4_22

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DOI: 10.1007/978-3-319-28419-4_22

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