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Neuro-signaling techniques in advertisement endorsements: Unveiling consumer responses and behavioral trends

Author

Listed:
  • Adalarasu, K.
  • Ghousiya Begum, K.
  • Vishnu Priyan, M.
  • Devendranath, C.
  • Sriram, G.V.

Abstract

Advertising agencies often debate the value of video advertisements and the information they provide customers. Advertising aims to persuade potential customers to buy a product or service to facilitate its industrial trade. Research has to be done further to understand the fundamental mechanisms influencing consumer shopping behavior and how advertising influences it. So, an attempt has been made for the first time to understand the brain activities influenced by viewing different advertisement genres. The approach determines how viewers responded to TV advertisements using electroencephalography (EEG) biomarkers and how different commercial genres and their contents affected viewers’ neural functions. Twenty-two volunteers participated, watching video commercials with celebrities, animals, dialogues, animation and jingle advertisements ranging from 50 to 90 s. EEG signals have been recorded in 14 electrode locations while watching advertisements; raw signals are pre-processed, and 19 features are extracted using wavelet decomposition techniques.

Suggested Citation

  • Adalarasu, K. & Ghousiya Begum, K. & Vishnu Priyan, M. & Devendranath, C. & Sriram, G.V., 2025. "Neuro-signaling techniques in advertisement endorsements: Unveiling consumer responses and behavioral trends," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    • Handle: RePEc:eee:joreco:v:84:y:2025:i:c:s0969698924004715
    DOI: 10.1016/j.jretconser.2024.104175
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