The Study of Advertising Content with Application of EEG

Agata Wawrzyniak () and Barbara Wąsikowska ()
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Agata Wawrzyniak: University of Szczecin
Barbara Wąsikowska: University of Szczecin

Chapter Chapter 21 in Selected Issues in Experimental Economics, 2016, pp 333-353 from Springer

Abstract: Abstract The character and form of the commercial message have a decisive influence on its reception by potential clients. The appropriate preparation of advertising spots and all promotional materials significantly increases the chances of its positive reception and arouses consumer interest in a product or service. The study of advertising content and its influence can be carried out using different research methods. This chapter presents one of the modern approaches to analysis of advertising content, i.e. with application of the electroencephalography (EEG). The primary objective of the study was to identify features which should be characteristic of an advertisement answering the current situation on the market and meeting the expectations of the customer.

Keywords: Marketing research; Electroencephalography; Advertising content (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-28419-4_21

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DOI: 10.1007/978-3-319-28419-4_21

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