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Neuromarketing Tools in Studies on Models of Social Issue Advertising Impact on Recipients

In: Problems, Methods and Tools in Experimental and Behavioral Economics

Author

Listed:
  • Mateusz Piwowarski

    (Institute of IT in Management, University of Szczecin)

Abstract

Multi-step models of advertising impact on the recipient (e.g., AIDA) are often used to design social issue advertising. The effectiveness of achieving desired objectives of some steps can be analyzed applying modern cognitive neuroscience techniques (EEG, GSR, HR). They enable to read and analyze the pulses generated by the brain, myocardium, or skin surface while watching advertisements. Thus, there is the opportunity to monitor emotions, level of interests, or level of memorization of the subsequent advert sequences.

Suggested Citation

  • Mateusz Piwowarski, 2018. "Neuromarketing Tools in Studies on Models of Social Issue Advertising Impact on Recipients," Springer Proceedings in Business and Economics, in: Kesra Nermend & Małgorzata Łatuszyńska (ed.), Problems, Methods and Tools in Experimental and Behavioral Economics, chapter 0, pages 99-111, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-99187-0_8
    DOI: 10.1007/978-3-319-99187-0_8
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    Cited by:

    1. Mihai Țichindelean & Monica Teodora Țichindelean & Iuliana Cetină & Gheorghe Orzan, 2021. "A Comparative Eye Tracking Study of Usability—Towards Sustainable Web Design," Sustainability, MDPI, vol. 13(18), pages 1-31, September.
    2. Ahmed H. Alsharif & Nor Zafir Md Salleh & Rohaizat Baharun & Alharthi Rami Hashem E & Aida Azlina Mansor & Javed Ali & Alhamzah F. Abbas, 2021. "Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes," Sustainability, MDPI, vol. 13(11), pages 1-25, June.
    3. Mateusz Piwowarski & Katarzyna Gadomska-Lila & Kesra Nermend, 2021. "Cognitive Neuroscience Methods in Enhancing Health Literacy," IJERPH, MDPI, vol. 18(10), pages 1-19, May.

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