An EEG Analysis on the Perception of the Consumers Regarding Video-Commercials from the Automotive Industry

Cristiana Chiriac (), Ștefan Grapă () and Mihai-Cristian Orzan ()
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Cristiana Chiriac: The Bucharest University of Economic Studies
Ștefan Grapă: Mens Sana Clinic
Mihai-Cristian Orzan: The Bucharest University of Economic Studies

Journal of Emerging Trends in Marketing and Management, 2019, vol. 1, issue 1, 318-326

Abstract: Nowadays, every human individual interacts with video-commercials on digital devices such as TV, laptop, smartphones. The persona that watches the video-commercials may be or not able to react and perceive the subconscious emotions that are send once with the verbal message and the exposure of the product. The research explained in this article uses the cognitive neuroscience applied in marketing to see the effects of the video-commercials onto the human brain and how the attention of the consumers is influenced by certain stimuli, like sound on and off, the narrative speech of one auto brand in the native language (Romanian) of the participants involved in the experiment, and also a foreign language(English), the speed of the movie, the intensity of the light in the room. In this research was used the NeuroSpectrum 2 electroencephalograph, which provided useful information regarding the states of the human mind and the impact of the video-commercials for two types of audience: healthy brain subjects and subjects with certain neurological brain damages. The first objective of this research based on medical tools, is to see what modifications appear in the electrical activity of the brain of the participants before and after watching the commercials. The second objective is to detect certain feelings that make the commercial be likable, such as the states of happiness and calmness that the video-commercials produces to the subjects exposed to the video-commercials. The main results obtained after the experiment are that the movie induces to all the subjects a state of relaxation and meditation leading in some cases to a better, nearly normal cognitive activity for the participants with brain damages, by inducing them the state of calmness and finally leading them to sleep.

Keywords: EEG; video-commercials; brainwaves; neuromarketing research. (search for similar items in EconPapers)
JEL-codes: C45 D87 M31 M37 (search for similar items in EconPapers)
Date: 2019
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