Neuromarketing is a multidisciplinary field of research whose aim is to investigate the consumers' reaction to advertisements from a neuroscientific perspective. In particular, the neuroscience field is thought to be able to reveal information about consumer preferences which are unobtainable through conventional methods, including submitting questionnaires to large samples of consumers or performing psychological personal or group interviews. In this scenario, we performed an experiment in order to investigate cognitive and emotional changes of cerebral activity evaluated by neurophysiologic indices during the observation of TV commercials. In particular, we recorded the electroencephalographic (EEG), galvanic skin response (GSR), and heart rate (HR) in a group of 28 healthy subjects during the observation of a series of TV advertisements that have been grouped by commercial categories. Comparisons of cerebral indices have been performed to highlight gender differences between commercial categories and scenes of interest of two specific commercials. Findings show how EEG methodologies, along with the measurements of autonomic variables, could be used to obtain hidden information to marketers not obtainable otherwise. Most importantly, it was suggested how these tools could help to analyse the perception of TV advertisements and differentiate their production according to the consumer's gender.
In the context of the development of countries, the issue of sustainability is one of the most important aspects that are currently dealt with by scientists and organizations worldwide. There are developed concepts, sustainable development objectives, as well as indicators and tools for measuring sustainability. Following the scientific approach, which aims at operationalization of the concept of sustainable development, the authors propose the application of their own Vector Measure Construction Method for evaluation of sustainable development progress. This method enables creation of aggregated measures with the use of discretionary configuration of indicators and it can be applied for establishing rankings, classifications, and for analyzing dynamics of changes. The research was conducted for European Union countries based on data related to execution of one of 17 Sustainable Development Goals (No Poverty). The results may constitute the recommendation on the selection of methodological approach for activities related to evaluation of sustainable development.
Purpose: The aim of the article is to present the use of selected techniques of cognitive neuroscience (EEG, GSR, HR) to study the effectiveness of social advertising in the context of promoting a healthy lifestyle. The respondents' reactions (emotions, remembering, interest) to individual fragments of the advertisement will be analyzed. The results of neural and psychophysiological measurements will be compared with the survey participants' answers provided in the survey (after the study with EEG, GSR, etc.). Design/Methodology/Approach: The cognitive neuroscience methods, allow building knowledge about human and its behavior at the level of internal psychophysiological and cognitive processes before they are integrated and verbalized in the form of an opinion or judgment on a given topic. Findings: The developments of cognitive neuroscience technique have made this discipline applicable to more and more new areas of research. These possibilities are mainly the outcome of the development in techniques for measuring brain activity and their combinations with other technologies, eg biometric measurements. They allow to correlate various mental functions with physiological sensations. Practical implications: One of the applications is to study the impact of social healthpromoting advertisements (healthy lifestyle, vaccinations, etc.) on recipients. A wellconducted social campaign with the proper design of an information message (advertisement) can directly transform it into shaping healthy life habits among people. Originality/Value: The research will allow the verification of the idea proposed by the researcher to promote healthy life habits among people.
The development of energy from renewable sources is one of the most important aspects of today’s energy industry. The level of this development (production of green energy) is determined by the use of a variety of methods, e.g., the methods of multicriteria and multivariate analysis. The effectiveness of these methods is affected by many factors, and one of them is the appearance of non-typical objects (outliers). This paper investigates the effectiveness of selected methods (TOPSIS, VIKOR, VMCM) in terms of computational robustness to outlier objects. The most effective method in this respect (VMCM) is then applied to study the level of development of renewable energy sources in European countries. The presented research provides the opportunity to carry out a dynamic analysis (for selected base years) of the level of energy generation from diverse renewable sources in reference to the adopted patterns and anti-patterns (European countries). The obtained results are discussed, thus confirming the effectiveness of the proposed methodological approach.
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