EEG Spectral Dynamics of Video Commercials: Impact of the Narrative on the Branding Product Preference

Abstract

Neuromarketing has become popular and received a lot of attention. The quality of video commercials and the product information they convey to consumers is a hotly debated topic among advertising agencies and product advertisers. This study explored the impact of advertising narrative and the frequency of branding product exposures on the preference for the commercial and the branding product. We performed electroencephalography (EEG) experiments on 30 subjects while they watched video commercials. The behavioral data indicated that commercials with a structured narrative and containing multiple exposures of the branding products had a positive impact on the preference for the commercial and the branding product. The EEG spectral dynamics showed that the narratives of video commercials resulted in higher theta power of the left frontal, bilateral occipital region, and higher gamma power of the limbic system. The narratives also induced significant cognitive integration-related beta and gamma power of the bilateral temporal regions and the parietal region. It is worth noting that the video commercials with a single exposure of the branding products would be indicators of attention. These new findings suggest that the presence of a narrative structure in video commercials has a critical impact on the preference for branding products.

Using Support Vector Machine on EEG for Advertisement Impact Assessment

“…In the current research, the emotions and opinions of the user have been used as a hidden variable to bridge EEG signal and self-reported metrics to evaluate the impact of advertisement and its power to influence purchasing. In the literature, research has been done on the relationship of Theta wavelength with emotion and the relationship of Beta Wavelength with emotion (Lucchiari and Pravettoni, 2012 ; Wang et al, 2016 ). Considering that EEG signals contain components at many other frequencies, it is worth further investigation of the relationship between EEG signal and emotion, and how they impact a decision to make a purchase.…”

“…Lucchiari and Pravettoni observed that EEG signals with a frequency of 16–31 Hz (i.e., Beta wave) could be modulated by the experience of pleasure when a consumer was presented with a favorite brand (Lucchiari and Pravettoni, 2012 ). In 2016, Wang, Chang and Chuang found that a narratives structure in video commercials induced higher EEG signals with a frequency band of 4–7 Hz (i.e., higher Theta) power of the left frontal region resulting in higher preference for branded products (Wang et al, 2016 ).…”

US consumer reactions to China's Shuanghui acquisition of Smithfield Foods and its neural basis

“…One of the major limitations of EEG studies is the small sample size due to the complexity of the technology, and the cost and time‐consuming nature of EEG data collection. The sample size in our EEG study ( n = 65) is considerable large compared to most EEG studies in economic decision making (e.g., n = 40, Baldo, Parikh, Piu, & Müller, ; n = 18, Khushaba, Wise, Kodagoda, Louviere, Kahn, & Townsend, ; n = 12, Murugappan, Murugappan, & Gerard, ; n = 33, Ravaja et al, ; n = 30, Wang, R. W. Y., Chang, & Chuang, ; n = 30, Wei, Wu, Wang, Supratak, Wang, & Guo, ) and we used a within‐subject design to increase the number of observations. However, there have been sample size concerns that may affect the reliability of EEG studies in general (e.g., Bernheim, , Button, Ioannidis, Mokrysz, Nosek, Flint, Robinson, & Munafò, ).…”

Humor drawings evoked temporal and spectral EEG processes

“…Interregional theta synchronization was regarded as being related to the integration of functions in different brain regions ( Sauseng et al , 2010 ). The parietal region has involved in cognitive integration ( Wang et al , 2016 ).…”