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Neuroelectrical Indexes for the Study of the Efficacy of TV Advertising Stimuli

In: Selected Issues in Experimental Economics

Author

Listed:
  • Patrizia Cherubino

    (IULM University
    BrainSigns srl
    University of Rome Sapienza)

  • Arianna Trettel

    (BrainSigns srl)

  • Giulia Cartocci

    (BrainSigns srl
    University of Rome Sapienza)

  • Dario Rossi

    (BrainSigns srl
    University of Rome Sapienza)

  • Enrica Modica

    (BrainSigns srl
    University of Rome Sapienza)

  • Anton Giulio Maglione

    (BrainSigns srl
    University of Rome Sapienza)

  • Marco Mancini

    (BrainSigns srl)

  • Gianluca Flumeri

    (BrainSigns srl
    University of Rome Sapienza)

  • Fabio Babiloni

    (BrainSigns srl
    University of Rome Sapienza)

Abstract

In this chapter, we present the findings of an experiment aimed to investigate cognitive and emotional changes of cerebral activity during the observation of TV commercials. In particular, we recorded the electroencephalographic (EEG), galvanic skin response (GSR) and heart rate (HR) from a group of 24 healthy subjects during the observation of a series of TV advertisements. The group was equally divided also by gender (male, female) and age (young, old). Comparisons of cerebral and emotional indices previously defined have been performed to highlight gender differences between TV commercial and scenes of interest of specific commercials. Findings show how EEG methodologies, along with the measurements of autonomic variables, could be used to obtain information not obtainable otherwise with verbal interviews. These cerebral and emotional indexes could help to analyze the perception of TV advertisements according to the consumer’s gender and age.

Suggested Citation

  • Patrizia Cherubino & Arianna Trettel & Giulia Cartocci & Dario Rossi & Enrica Modica & Anton Giulio Maglione & Marco Mancini & Gianluca Flumeri & Fabio Babiloni, 2016. "Neuroelectrical Indexes for the Study of the Efficacy of TV Advertising Stimuli," Springer Proceedings in Business and Economics, in: Kesra Nermend & Małgorzata Łatuszyńska (ed.), Selected Issues in Experimental Economics, edition 1, chapter 0, pages 355-371, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-28419-4_22
    DOI: 10.1007/978-3-319-28419-4_22
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