Neuromarketing Tools in Studies on Models of Social Issue Advertising Impact on Recipients

Mateusz Piwowarski ()
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Mateusz Piwowarski: Institute of IT in Management, University of Szczecin

Chapter Chapter 8 in Problems, Methods and Tools in Experimental and Behavioral Economics, 2018, pp 99-111 from Springer

Abstract: Abstract Multi-step models of advertising impact on the recipient (e.g., AIDA) are often used to design social issue advertising. The effectiveness of achieving desired objectives of some steps can be analyzed applying modern cognitive neuroscience techniques (EEG, GSR, HR). They enable to read and analyze the pulses generated by the brain, myocardium, or skin surface while watching advertisements. Thus, there is the opportunity to monitor emotions, level of interests, or level of memorization of the subsequent advert sequences.

Keywords: Advertisement; Social advertisement; Model of advertising impact; AIDA; Cognitive neuroscience; EEG; GSR; HR (search for similar items in EconPapers)
Date: 2018
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DOI: 10.1007/978-3-319-99187-0_8

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