Business Neuromanagement: Brain Technology and Work Performance Optimization

Guillermo Alejandro Zaragoza Alvarado
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Guillermo Alejandro Zaragoza Alvarado: Universidad Virtual del Estado de Guanajuato, Guanajuato – México

NeuroData, 2024, vol. 1, 52

Abstract: Introduction: It was analyzed how attention and neurophysiological activation explain advertising effectiveness in digital environments. The approach is based on the convergence between neuroscience and marketing (EEG, fMRI, eye-tracking and galvanic response), given the limitations of self-reporting to capture rapid and unconscious processes of attention and emotion. Hypotheses were raised about the positive relationship between attention/emotion and memory, intention and attitude, as well as differences by format (video vs. image).Method: Quantitative, non-experimental, cross-sectional and correlational study. Convenience sample of 120 consumers (18–45 years old). Portable EEG was recorded for attention and emotion indices; then, a Likert questionnaire (12 items) of recall, intention and attitude. Procedure: individual exposure to 6 advertisements (3 videos, 3 images) of 30 s with pauses. Analysis in SPSS v28: descriptive, Pearson and ANOVA (p

Keywords: consumer neuroscience; attention; emotion; advertising effectiveness; audiovisual formats (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:cxn:neurod:v:1:y:2024:id:52

DOI: 10.63688/neurodata202452

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