Do I like what I am watching in TV?

Vecchiato, Giovanni; Toppi, Jlenia; Astolfi, Laura; Fallani, Fabrizio De Vico; Bez, Francesco; Cincotti, Febo; Mattia, Donatella; Babiloni, Fabio

doi:10.1016/j.neulet.2011.05.127

Cited by 3 publications

(3 citation statements)

References 1 publication

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“…In particular, by monitoring the brain's hemispheric asymmetry, EEG has started eliciting distinct neural patterns associated with different levels of perceived pleasantness attached to advertising, where ''pleasant'' was defined as a degree of liking an advertisement. Thus, the advertisements perceived as the most pleasant (rated between 7 and 9 on a scale of 1-10, 10 being ''highly pleasant'') were associated with an asymmetrical increase in the neural activity of the left hemisphere whereas unpleasant advertisements were associated with a relatively greater activity increase in the right hemisphere (Vecchiato et al, 2011). In other words, according to the approach-avoidance model (Davidson, 2004) pleasant advertisements could be able trigger approach motivations towards products and brand messages through a greater engagement of the left hemisphere.…”

Section: Consumers' Motivational Tendencies and Emotional Responsesmentioning

confidence: 96%

The contribution of neuroscience to consumer research: A conceptual framework and empirical review

Solnais

Andreu-Pérez

Sánchez‐Fernández

et al. 2013

Journal of Economic Psychology

133

103

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Following the development of advanced neuroimaging techniques, the growing interest in studying the brain's response to marketing stimuli resulted in the birth of consumer neuroscience within the field of neuroeconomics. However, marketing scholars have remained reluctant to adopt the techniques of neuroscience and there is still uncertainty about the capacity of neuroimaging data to provide useful findings about consumer psychology and behaviour. In order to clarify the current scope and contribution of consumer neuroscience, we first develop a semantic cluster analysis of the boundaries of the field, followed by a comprehensive empirical review from 34 selected studies. We propose a novel approach to classify findings and facilitate the assessment of evidence around the topics of decision-making, rewards, memory and emotions. Finally, we discuss the possible role of several brain mechanisms in the processing of marketing stimuli as well as obstacles to the integration of these findings with classical consumer behaviour theories. We conclude that the contribution of neuroimaging remains too limited to replace existing consumer research techniques and provide recommendations for future research.

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Section: Consumers' Motivational Tendencies and Emotional Responsesmentioning

confidence: 96%

The contribution of neuroscience to consumer research: A conceptual framework and empirical review

Solnais

Andreu-Pérez

Sánchez‐Fernández

et al. 2013

Journal of Economic Psychology

133

103

View full text Add to dashboard Cite

show abstract

“…Figures 2 and 3 display the congruent versus incongruent FAA and alpha PSD in the F3 and F4 electrodes for a representative trial. Figure 4 plots the Z-scores (Vecchiato et al, 2011) of channels for the alpha band of the full sample set.…”

Section: Results Of the Hypothesesmentioning

confidence: 99%

Self-reported and electroencephalogram responses to evaluate sponsorship congruence efficacy.

Alonso Dos Santos,

Torres-Moraga,

Calabuig Moreno

et al. 2024

Journal of Neuroscience, Psychology, and Economics

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Information for measuring the performance of a commercial action is essential for any organization. Sponsorship actions have increased significantly in the last few decades, but academics and practitioners have not yet found a suitable indicator for measuring their performance. This is the first study to propose an objective indicator—frontal alpha asymmetry using an electroencephalogram. Our goal was to investigate the effectiveness of sports sponsorships by examining both stated preferences and neural responses. We measured the congruence of the stated preferences, attitude, purchase intention, and loyalty, as well as the effective congruence. A 76-subject experiment revealed greater left frontal activity (approach behavior) during congruent versus incongruent sponsorship (avoidance behavior). electroencephalogram results were consistent with self-reports, but we found that frontal alpha asymmetry is positively related to loyalty when sponsorship is congruent and inversely related in the incongruent case. This new indicator of sponsorship effectiveness could be useful for examining the performance of commercial action at both academic and professional levels.

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“…The subjects were selected and equally distributed in three age ranges: 21 subjects from 18 to 34 years old, 19 subjects from 35 to 49 years old, and 20 subjects from 50 to 64 years old. The sample size is in line with prior studies using biometric methods (Vecchiato et al, 2010(Vecchiato et al, , 2012Vecchiato et al, 2011). Participants were selected through a pre-screening survey where we assessed consumer evaluations of the brands that will be displayed during the laboratory experiment and collected demographic information needed to stratify the sample.…”

Section: Sample Selection: Stratification and Pre-screening Testmentioning

confidence: 99%

The influence of television content on advertisement: a neurophysiological study

Bettiga,

Noci

2024

Front. Psychol.

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Emotional and cognitive reactions to the media context prove impactful on advertising effectiveness. However, research on the topic remains lacking and with a profusion of mixed results regarding the role of the context in enhancing or detracting communication effectiveness. This study explores the media context-advertising relationship, by investigating the influence of television content on advertisement in light of media psychophysiology and grounding on the Halo effect theory. Consumers’ responses to different television content and advertisements are assessed. Specifically, consumers’ arousal, pleasure, attention, and memorization are measured through brain analysis, heart rate, and skin conductance detection. Self-reported methods complement such analysis, by exploring the values associated with the television content and the advertised brands. Results show that television content influences consumer responses to the advertisement and the values associated with the brands, confirming the existence of a halo effect. Responses differ among television content typologies.

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Do I like what I am watching in TV?

Cited by 3 publications

References 1 publication

The contribution of neuroscience to consumer research: A conceptual framework and empirical review

The contribution of neuroscience to consumer research: A conceptual framework and empirical review

Self-reported and electroencephalogram responses to evaluate sponsorship congruence efficacy.

The influence of television content on advertisement: a neurophysiological study

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