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Application of frontal EEG asymmetry to advertising research

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Author Info

  • Ohme, Rafal
  • Reykowska, Dorota
  • Wiener, Dawid
  • Choromanska, Anna
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    Abstract

    The aim of the study was to identify frontal cortex activation in reaction to TV advertisements. We compared three consecutive creative executions of the world-famous Sony Bravia ads ("Balls", "Paints", and "Play-Doh"). We were looking for left hemispheric dominance, which according to the adopted theoretical model, indicated approach reactions of respondents to incoming stimulation. We have found that dominant reactions were present only in response to one of the tested ads - "Balls". Target group respondents reacted in such way to emotional part of the ad, as well as to its informational part (including product-benefit, product, and brand exposure scenes). No similar pattern was found for the remaining two ads. It yields a conclusion that frontal asymmetry measure may be a diagnostic tool in examining the potential of advertisements to generate approach related tendencies. We believe that methodologies based on measuring brain waves activity would soon significantly enrich marketing research portfolio and help marketers to go beyond verbal declarations of their consumers.

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    File URL: http://www.sciencedirect.com/science/article/B6V8H-4YYGGT6-1/2/5ab9670dd00cc5e784a335ab56491034
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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Economic Psychology.

    Volume (Year): 31 (2010)
    Issue (Month): 5 (October)
    Pages: 785-793

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    Handle: RePEc:eee:joepsy:v:31:y:2010:i:5:p:785-793

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    Web page: http://www.elsevier.com/locate/joep

    Related research

    Keywords: Biometric consumer research Frontal asymmetry EEG Advertising Copy testing Brain waves Neuromarketing;

    References

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    1. Zaltman, Gerald, 2000. " Consumer Researchers: Take a Hike!," Journal of Consumer Research, University of Chicago Press, vol. 26(4), pages 423-28, March.
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    Cited by:
    1. Solnais, Céline & Andreu-Perez, Javier & Sánchez-Fernández, Juan & Andréu-Abela, Jaime, 2013. "The contribution of neuroscience to consumer research: A conceptual framework and empirical review," Journal of Economic Psychology, Elsevier, vol. 36(C), pages 68-81.
    2. Nichols, Bridget Satinover, 2012. "The development, validation, and implications of a measure of consumer competitive arousal (CCAr)," Journal of Economic Psychology, Elsevier, vol. 33(1), pages 192-205.

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