Advertising Liking Recognition Technique Applied to Neuromarketing by Using Low-Cost EEG Headset

Morillo, Luis Miguel Soria; Álvarez-García, Juan Antonio; Abril, Luis González; Ramírez, Juan Antonio Ortega

doi:10.1007/978-3-319-16480-9_68

Cited by 11 publications

(20 citation statements)

References 9 publications

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“…Soria Morillo et al [40], Yang et al [41], Cherubino et al [42], Soria Morillo et al [43], Vasiljević et al [44], Yang et al [45], Pilelienė and Grigaliūnaitė [36], Daugherty et al [46], Royo et al [47], Etzold et al [48], Chen et al [49], Casado-Aranda et al [50], Randolph and Pierquet [51], Nomura and Mitsukura [52], Ungureanu et al [53], Goyal and Singh [54], Oon et al [55], Singh et al [56].…”

Section: Promotionmentioning

confidence: 99%

“…ii. Activation of brain region due to marketing stimuli Soria Morillo et al [40], Chew et al [17], Cherubino et al [42], Soria Morillo et al [43], Çakar et al [34], Boksem and Smitds [57], Bhardwaj et al [58], Venkatraman et al [38], Touchette and Lee [21], Yang et al [45], Marques et al [22], Gong et al…”

Section: Promotionmentioning

confidence: 99%

“…iii. Neural response recording techniques EEG Soria Morillo et al [40], Yang et al [41], Chew et al [17], Cherubino et al [42], Soria Morillo et al [43], Yadava et al [18], Doborjeh et al [64], Çakar et al [34], Kaur et al [65], Baldo et al [19] For the purpose of Neuromarketing experiments, the following literatures selected right-handed participants, with normal or corrected-to-normal vision, free of central nervous system influencing medications and with no history of neuropathology.…”

Section: Promotionmentioning

confidence: 99%

“…The Neuromarketing experiments of Soria Morillo et al [40,43] tried to find out the electrical activity of audience brain while viewing advertisement relevant to audiences' taste. They display used 14 TV commercials displayed to their 10 test subjects for their experiment and predicted like or dislike response from audience with the help of advanced algorithms.…”

Section: Marketing Stimuli Used In Neuromarketingmentioning

confidence: 99%

“…According to Soria Morillo et al, brain signal acquisition may capture neural signals either from cerebral cortex or from the deeper layer of the brain [40,43]. Their experiment on TV advertisement liking recognition initially uses information only from prefrontal cortex using a single electrode EEG device.…”

Section: Activation Of Brain Regions Due To Marketing Stimulimentioning

confidence: 99%

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Technological advancements and opportunities in Neuromarketing: a systematic review

et al. 2020

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Neuromarketing has become an academic and commercial area of interest, as the advancements in neural recording techniques and interpreting algorithms have made it an effective tool for recognizing the unspoken response of consumers to the marketing stimuli. This article presents the very first systematic review of the technological advancements in Neuromarketing field over the last 5 years. For this purpose, authors have selected and reviewed a total of 57 relevant literatures from valid databases which directly contribute to the Neuromarketing field with basic or empirical research findings. This review finds consumer goods as the prevalent marketing stimuli used in both product and promotion forms in these selected literatures. A trend of analyzing frontal and prefrontal alpha band signals is observed among the consumer emotion recognition-based experiments, which corresponds to frontal alpha asymmetry theory. The use of electroencephalogram (EEG) is found favorable by many researchers over functional magnetic resonance imaging (fMRI) in video advertisement-based Neuromarketing experiments, apparently due to its low cost and high time resolution advantages. Physiological response measuring techniques such as eye tracking, skin conductance recording, heart rate monitoring, and facial mapping have also been found in these empirical studies exclusively or in parallel with brain recordings. Alongside traditional filtering methods, independent component analysis (ICA) was found most commonly in artifact removal from neural signal. In consumer response prediction and classification, Artificial Neural Network (ANN), Support Vector Machine (SVM) and Linear Discriminant Analysis (LDA) have performed with the highest average accuracy among other machine learning algorithms used in these literatures. The authors hope, this review will assist the future researchers with vital information in the field of Neuromarketing for making novel contributions.

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Section: Promotionmentioning

confidence: 99%

Section: Promotionmentioning

confidence: 99%

Section: Promotionmentioning

confidence: 99%

Section: Marketing Stimuli Used In Neuromarketingmentioning

confidence: 99%

Section: Activation Of Brain Regions Due To Marketing Stimulimentioning

confidence: 99%

See 3 more Smart Citations

Technological advancements and opportunities in Neuromarketing: a systematic review

et al. 2020

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The Influence of Image Valence on the Attention Paid to Charity Advertising

Santos

Lobos

Munoz

et al. 2017

Journal of Nonprofit & Public Sector Marketing

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Assessing the effectiveness of sponsorship messaging

Santos

Moreno

2018

IJSMS

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Purpose The purpose of this paper is to represent a pilot study which aims to explore the attention to sponsorship variable by assessing the level of congruence linked to both the sponsor and the sponsored entity (sponsee). Design/methodology/approach This research performed an experiment involving three different sporting activities where the level of congruence was perceived in a different way according to the different attributes of sponsorship message. Electroencephalograms were employed in order to measure reaction times when recognizing and identifying the level of congruence of sponsorship messages. The rate of successful understanding and identification of these sponsorship messages was also measured with this tool. Findings Incongruent, misfit messages are processed and encoded with a higher level of attention as opposed to the information which is reliable and consistent with prior expectations (congruent pairings). This means that subjects find fit, congruent messages more difficult to identify; in this case the information is poorly encoded and often misunderstood. In relation to attention congruity, this research found no differences across the different sporting activities which were examined. Practical implications This research proves that neuroscientific methods can be useful to assess the performance of sponsorship as an alternative to traditional techniques. In addition, this research contributes to the existing debate in the literature regarding the disagreeing results on the actual effectiveness of sponsoring congruent perceived events involving congruent perceived sports teams. Originality/value This paper is pioneering in the measurement of sponsorship performance through the use of electroencephalograms. Also, the level of attention is considered as a performance indicator.

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Advertising Liking Recognition Technique Applied to Neuromarketing by Using Low-Cost EEG Headset

Cited by 11 publications

References 9 publications

Technological advancements and opportunities in Neuromarketing: a systematic review

Technological advancements and opportunities in Neuromarketing: a systematic review

The Influence of Image Valence on the Attention Paid to Charity Advertising

Assessing the effectiveness of sponsorship messaging

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