IDEAS home Printed from https://ideas.repec.org/a/aad/iseicj/v5y2017i0p187-191.html
   My bibliography  Save this article

The Impact Of Advertisement On Consumer’S Perception

Author

Listed:
  • Martin Hudák

    (The Faculty of Operation and Economics of Transport and Communications, University of Zilina,)

  • Radovan Madleňák

    (The Faculty of Operation and Economics of Transport and Communications, University of Zilina,)

  • Veronika Brezániová

    (The Faculty of Operation and Economics of Transport and Communications, University of Zilina,)

Abstract

Marketing can be described as a tool for companies to influence the consumer’s perception to the desired direction. The current market situation is characterized by dynamism, growing consumer power, and intense competition. The consumer perception and behavior are changing and therefore need to be constantly monitored and measured. The aim of this article is to scan and measure consumer’s perception while watching a video advertisement. During this experiment, an eye-tracking technology was used, which allows capturing a consumer’s gaze. The central part of the research is to measure the brain activity of a consumer based on the EEG (Electroencephalography). EMOTIV Epoc+ is a 14-channel wireless EEG, designed for contextualized research and advanced brain computer interface applications. An advertising campaign from four different mobile operators was used for this purpose. In the conclusion of this article, consumer’s perception of different advertising campaigns are compared and evaluated.

Suggested Citation

  • Martin Hudák & Radovan Madleňák & Veronika Brezániová, 2017. "The Impact Of Advertisement On Consumer’S Perception," CBU International Conference Proceedings, ISE Research Institute, vol. 5(0), pages 187-191, September.
    • Handle: RePEc:aad:iseicj:v:5:y:2017:i:0:p:187-191
    DOI: 10.12955/cbup.v5.923
    as

    Download full text from publisher

    File URL: https://ojs.journals.cz/index.php/CBUIC/article/view/923/1636
    Download Restriction: no
    File URL: https://libkey.io/10.12955/cbup.v5.923?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    Advertisementelectroencephalography; eyetrack; consumer;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aad:iseicj:v:5:y:2017:i:0:p:187-191. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Petr Hájek (email available below). General contact details of provider: https://ojs.journals.cz/index.php/CBUIC .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.