Application of frontal EEG asymmetry to advertising research
AbstractThe 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.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by Elsevier in its journal Journal of Economic Psychology.
Volume (Year): 31 (2010)
Issue (Month): 5 (October)
Contact details of provider:
Web page: http://www.elsevier.com/locate/joep
Biometric consumer research Frontal asymmetry EEG Advertising Copy testing Brain waves Neuromarketing;
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Zaltman, Gerald, 2000. " Consumer Researchers: Take a Hike!," Journal of Consumer Research, University of Chicago Press, vol. 26(4), pages 423-28, March.
- 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.
If references are entirely missing, you can add them using this form.