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Application of frontal EEG asymmetry to advertising research

Author

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

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.

Suggested Citation

  • Ohme, Rafal & Reykowska, Dorota & Wiener, Dawid & Choromanska, Anna, 2010. "Application of frontal EEG asymmetry to advertising research," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 785-793, October.
    • Handle: RePEc:eee:joepsy:v:31:y:2010:i:5:p:785-793
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    References listed on IDEAS

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    1. Zaltman, Gerald, 2000. "Consumer Researchers: Take a Hike!," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(4), pages 423-428, March.
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    3. Hakim, Adam & Klorfeld, Shira & Sela, Tal & Friedman, Doron & Shabat-Simon, Maytal & Levy, Dino J., 2021. "Machines learn neuromarketing: Improving preference prediction from self-reports using multiple EEG measures and machine learning," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 770-791.
    4. Urszula Garczarek-Bąk & Andrzej Szymkowiak & Piotr Gaczek & Aneta Disterheft, 2021. "A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 171-185, March.
    5. Aroa Costa-Feito & Ana M. González-Fernández & Carmen Rodríguez-Santos & Miguel Cervantes-Blanco, 2023. "Electroencephalography in consumer behaviour and marketing: a science mapping approach," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    6. Natália Munari Pagan & Karina Munari Pagan & Adriano Alves Teixeira & Janaina Moura Engracia Giraldi & Nelson Oliveira Stefanelli & Jorge Henrique Caldeira Oliveira, 2020. "Application of Neuroscience in the Area of Sustainability: Mapping the Territory," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 21(1), pages 61-77, June.
    7. 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.
    8. Mateusz Piwowarski & Katarzyna Gadomska-Lila & Kesra Nermend, 2021. "Cognitive Neuroscience Methods in Enhancing Health Literacy," IJERPH, MDPI, vol. 18(10), pages 1-19, May.
    9. Ana C. Martinez-Levy & Dario Rossi & Giulia Cartocci & Marco Mancini & Gianluca Flumeri & Arianna Trettel & Fabio Babiloni & Patrizia Cherubino, 2022. "Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 53-75, March.
    10. Wajid, Anees & Raziq, Muhammad Mustafa & Ahmed, Qazi Mohammed & Ahmad, Mansoor, 2021. "Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    11. Eun-Ju Lee & Gusang Kwon & Hyun Shin & Seungeun Yang & Sukhan Lee & Minah Suh, 2014. "The Spell of Green: Can Frontal EEG Activations Identify Green Consumers?," Journal of Business Ethics, Springer, vol. 122(3), pages 511-521, July.
    12. 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.
    13. Zhang, Jing & Lee, Eun-Ju, 2022. "“Two Rivers” brain map for social media marketing: Reward and information value drivers of SNS consumer engagement," Journal of Business Research, Elsevier, vol. 149(C), pages 494-505.
    14. Antonio Mileti & Gianluigi Guido & Maria Irene Prete, 2014. "L?applicazione delle nanotecnologie al neuromarketing: rassegna e proposizioni," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(1), pages 17-35.

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