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Application of frontal EEG asymmetry to advertising research


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


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

    1. Zaltman, Gerald, 2000. " Consumer Researchers: Take a Hike!," Journal of Consumer Research, Oxford University Press, vol. 26(4), pages 423-428, March.
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    Cited by:

    1. Jakub Berčík & Elena Horská & Johana Paluchová & Katarína Neomániová, 2015. "Using of Eye Tracker in HORECA Segment: Visual Proposal of Chosen Communication Tool on Restaurant Guests Decision," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 1(2), pages 93-103, December.
    2. 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.
    3. 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.
    4. 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.
    5. Antonio Mileti & Gianluigi Guido & Maria Irene Prete, 2014. "L’applicazione delle nanotecnologie al neuromarketing: rassegna e proposizioni," MERCATI E COMPETITIVITÀ, FrancoAngeli Editore, vol. 2014(1), pages 17-35.


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