Neuro-signaling techniques in advertisement endorsements: Unveiling consumer responses and behavioral trends

K. Adalarasu, K. Ghousiya Begum, M. Vishnu Priyan, C. Devendranath and G.V. Sriram

Journal of Retailing and Consumer Services, 2025, vol. 84, issue C

Abstract: Advertising agencies often debate the value of video advertisements and the information they provide customers. Advertising aims to persuade potential customers to buy a product or service to facilitate its industrial trade. Research has to be done further to understand the fundamental mechanisms influencing consumer shopping behavior and how advertising influences it. So, an attempt has been made for the first time to understand the brain activities influenced by viewing different advertisement genres. The approach determines how viewers responded to TV advertisements using electroencephalography (EEG) biomarkers and how different commercial genres and their contents affected viewers’ neural functions. Twenty-two volunteers participated, watching video commercials with celebrities, animals, dialogues, animation and jingle advertisements ranging from 50 to 90 s. EEG signals have been recorded in 14 electrode locations while watching advertisements; raw signals are pre-processed, and 19 features are extracted using wavelet decomposition techniques.

Keywords: Advertisements genres; EEG biomarkers; Video commercials; Neuromarketing; Functional connectivity analysis (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:84:y:2025:i:c:s0969698924004715

DOI: 10.1016/j.jretconser.2024.104175

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