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The Study of Advertising Content with Application of EEG

In: Selected Issues in Experimental Economics

Author

Listed:
  • Agata Wawrzyniak

    (University of Szczecin)

  • Barbara Wąsikowska

    (University of Szczecin)

Abstract

The character and form of the commercial message have a decisive influence on its reception by potential clients. The appropriate preparation of advertising spots and all promotional materials significantly increases the chances of its positive reception and arouses consumer interest in a product or service. The study of advertising content and its influence can be carried out using different research methods. This chapter presents one of the modern approaches to analysis of advertising content, i.e. with application of the electroencephalography (EEG). The primary objective of the study was to identify features which should be characteristic of an advertisement answering the current situation on the market and meeting the expectations of the customer.

Suggested Citation

  • Agata Wawrzyniak & Barbara Wąsikowska, 2016. "The Study of Advertising Content with Application of EEG," Springer Proceedings in Business and Economics, in: Kesra Nermend & Małgorzata Łatuszyńska (ed.), Selected Issues in Experimental Economics, edition 1, chapter 0, pages 333-353, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-28419-4_21
    DOI: 10.1007/978-3-319-28419-4_21
    as

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