Cognitive Neuroscience Techniques in Examining the Effectiveness of Social Advertisements

Mateusz Piwowarski ()
Additional contact information
Mateusz Piwowarski: University of Szczecin

Chapter Chapter 22 in Neuroeconomic and Behavioral Aspects of Decision Making, 2017, pp 341-352 from Springer

Abstract: Abstract Advertising broadcast within the scope of conducted social campaigns is usually intended to shape certain attitudes about important social challenges. One of the manners for verifying the effectiveness of advertisements refers to the examination of recipients’ reactions, verification whether a certain threshold for means of expression has been achieved. With that regard the advertisement promoting electrical energy saving and its supplier has been analyzed. Cognitive neuroscience techniques, such as EEG, GSR and HR have been used. Individual shots of the advertising spot were verified with regard to their impact on interest, remembering and emotions of the recipient.

Keywords: Social campaign; Advertisement; Social advertisement; Cognitive neuroscience; EEG; GSR (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations: View citations in EconPapers (3)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-62938-4_22

Ordering information: This item can be ordered from
http://www.springer.com/9783319629384

DOI: 10.1007/978-3-319-62938-4_22

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().