A Case Study in Neuromarketing: Analysis of the Influence of Music on Advertising Effectivenes through Eye-Tracking, Facial Emotion and GSR

Abstract

Music plays an important role in advertising. It exerts strong influence on the cognitive processes of attention and on the emotional processes of evaluation and, subsequently, in the attributes of the product. The goal of this work was to investigate these mechanisms using eye-tracking, facial expression and galvanic skin response (GSR).Nineteen university women were exposed to the same TV ad of a perfume in our Laboratory (https://neurolabcenter.com/). Nine of them were randomly assigned to the music version and ten to the silent version. During viewing, the visual areas of interest, the fixation time, the facial emotions and the GSR were recorded. Before and after viewing the subjects completed a questionnaire. Results: 1) The commercial with music caused a GSR level higher than without music. The GSR evaluates the degree of arousal (emotion)., 2) The facial expression indicated that the variable "enjoy" and "engagement" were significantly higher in the version with music. The positive valence (liking) presented higher values in the musical version, 3) However, the evaluation of the variable "attention", measured through facial expression, did not show differences between the groups. There were also no differences in the heat maps of areas of interest. 4) The attributes evaluation of the product, measured with the pre-post questionnaire, showed greater increases after exposure to the musical version, but only in specific product's attributes, such as "power" but not on other attributes, such as "status". These results are interpreted within the framework of the recent theories of advertising and music (Oakes, 2007).

Science Mapping: A Bibliometric Analysis of Sustainability Among SMES

“…Journal of International Business and Management (JIBM) https://rpajournals.com/jibm in this research experiment could be less relevant to introverts than extroverts (Goldberg, 1990;Kim, 2022;Hatipoglu & Koc, 2023). They could be less applicable when the stimuli are connected to a counterfeit brand product (Commuri, 2009;Georgiev et al, 2022). In addition, although this research was conducted in person, future research could examine whether the same experiment carried out digitally (remotely) via video-conferencing would alter the effects observed in this research.…”

“…They tracked the AOI, the number of fixations, dwell time, and fixation duration as consumer behavior metrics. Cuesta et al (2018), investigating the influence of music in advertisements, also used ET, facial expressions, and galvanic skin response (GSR). They used the T-test to investigate the fixation time, facial emotions, and GSR measures.…”

El neuromarketing como objeto del campo académico de la Comunicación en España: una aproximación a su estudio desde las tesis doctorales

“…Sin embargo, el neuromarketing como ciencia va más allá e intenta comprender cómo se comporta la psicología humana, las emociones y la propia toma de decisiones de los consumidores (Gani et al, 2018). Por ello, lo que se intenta es encontrar patrones de conducta (Suomala, 2018), sin importar qué contenido de marca se elija (Núñez et al, 2020) y brindando así resultados objetivos y científicamente medibles, emocionales y cognitivos para los consumidores (Cuesta et al, 2018). Para ello, en la actualidad se emplean diversas técnicas de seguimiento y monitorización de patrones oculares -eye-tracking-(ET) (Wedel y Pierters, 2008) y otras tecnologías como la Electroencefalografía (EEG) (Kumar y Bhuvaneswari, 2012), la Resonancia Magnética Funcional (fMRI) (Bakalash y Riemer, 2013) o la respuesta galvánica de la piel (GRS) (Cuesta et al, 2018), entre otras, con el propósito de obtener información sobre el consumidor (Monge y Fernández, 2011).…”

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“…Especialmente se emplean el rastreamiento/seguimiento ocular o eye tracking (ET) (Wedel y Pieters, 2008Ramsøy et al, 2012;De Oliviera et al, 2015) y el registro de microexpresión facial o facial coding (FC) (Teixeira et al, 2012;Taggart et al, 2016). Otras técnicas son la imagen por resonancia magnética funcional o functionalmagnetic resonance imaging (fMRI) (Bakalash y Riemer, 2013;Couwenber et al, 2017), los experimentos en entornos de realidad virtual (Bigné et al, 2016) o la respuesta galvánica de la piel/actividad electrodérmica o galvanic skin response (GSR) (Tapia-Frade et al, 2017;Cuesta et al, 2018). Por la naturaleza de esta investigación, se ha utilizado tanto la técnica del eye tracking como la de facial coding.…”