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Cognitive Neuroscience Techniques in Examining the Effectiveness of Social Advertisements

In: Neuroeconomic and Behavioral Aspects of Decision Making

Author

Listed:
  • Mateusz Piwowarski

    (University of Szczecin)

Abstract

Advertising broadcast within the scope of conducted social campaigns is usually intended to shape certain attitudes about important social challenges. One of the manners for verifying the effectiveness of advertisements refers to the examination of recipients’ reactions, verification whether a certain threshold for means of expression has been achieved. With that regard the advertisement promoting electrical energy saving and its supplier has been analyzed. Cognitive neuroscience techniques, such as EEG, GSR and HR have been used. Individual shots of the advertising spot were verified with regard to their impact on interest, remembering and emotions of the recipient.

Suggested Citation

  • Mateusz Piwowarski, 2017. "Cognitive Neuroscience Techniques in Examining the Effectiveness of Social Advertisements," Springer Proceedings in Business and Economics, in: Kesra Nermend & Małgorzata Łatuszyńska (ed.), Neuroeconomic and Behavioral Aspects of Decision Making, chapter 0, pages 341-352, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-62938-4_22
    DOI: 10.1007/978-3-319-62938-4_22
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    Cited by:

    1. Mateusz Piwowarski & Uma Shankar Singh & Kesra Nermend, 2019. "The Cognitive Neuroscience Methods in the Analysis of the Impact of Advertisements in Shaping People's Health Habits," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 457-471.
    2. Mateusz Piwowarski & Katarzyna Gadomska-Lila & Kesra Nermend, 2021. "Cognitive Neuroscience Methods in Enhancing Health Literacy," IJERPH, MDPI, vol. 18(10), pages 1-19, May.
    3. Anna Borawska & Mariusz Borawski & Małgorzata Łatuszyńska, 2022. "Effectiveness of Electricity-Saving Communication Campaigns: Neurophysiological Approach," Energies, MDPI, vol. 15(4), pages 1-19, February.

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