Neurophysiological Measures of the Perception of Antismoking Public Service Announcements Among Young Population

Cartocci, Giulia; Modica, Enrica; Rossi, Dario; Cherubino, Patrizia; Maglione, Anton Giulio; Colosimo, Alfredo; Trettel, Arianna; Mancini, Marco; Babiloni, Fabio

doi:10.3389/fnhum.2018.00231

Cited by 31 publications

(26 citation statements)

References 166 publications

(198 reference statements)

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“…It could be hypothesized that possible different cerebral patterns could be obtained in response to different kinds of effective (e.g., successful) or ineffective PSAs or in the perception of the consumer's gender differences during the observation of charity campaigns by using neurophysiological measurements, such as EEG [240]. Therefore, obtaining measurable neurophysiological parameters, collected through direct analysis of the measured cerebral/emotional/visual attention (VA) in response to the observation of PSAs, represents an important question [73]. PSAs are at the core of many public health campaigns against smoking, junk foods, abuse of alcohol, and other possible threats to the health of citizens.…”

Section: Value Proposition and Marketing Operation: How Neuromarkementioning

confidence: 99%

Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends

Cherubino

Martinez-Levy

Caratù

et al. 2019

Computational Intelligence and Neuroscience

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121

119

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The new technological advances achieved during the last decade allowed the scientific community to investigate and employ neurophysiological measures not only for research purposes but also for the study of human behaviour in real and daily life situations. The aim of this review is to understand how and whether neuroscientific technologies can be effectively employed to better understand the human behaviour in real decision-making contexts. To do so, firstly, we will describe the historical development of neuromarketing and its main applications in assessing the sensory perceptions of some marketing and advertising stimuli. Then, we will describe the main neuroscientific tools available for such kind of investigations (e.g., measuring the cerebral electrical or hemodynamic activity, the eye movements, and the psychometric responses). Also, this review will present different brain measurement techniques, along with their pros and cons, and the main cerebral indexes linked to the specific mental states of interest (used in most of the neuromarketing research). Such indexes have been supported by adequate validations from the scientific community and are largely employed in neuromarketing research. This review will also discuss a series of papers that present different neuromarketing applications, such us in-store choices and retail, services, pricing, brand perception, web usability, neuropolitics, evaluation of the food and wine taste, and aesthetic perception of artworks. Furthermore, this work will face the ethical issues arisen on the use of these tools for the evaluation of the human behaviour during decision-making tasks. In conclusion, the main challenges that neuromarketing is going to face, as well as future directions and possible scenarios that could be derived by the use of neuroscience in the marketing field, will be identified and discussed.

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Section: Value Proposition and Marketing Operation: How Neuromarkementioning

confidence: 99%

Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends

Cherubino

Martinez-Levy

Caratù

et al. 2019

Computational Intelligence and Neuroscience

Self Cite

121

119

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“…[75][76][77][78]). Also, in the context of social campaigns (concerning anti-smoking announcements), Cartocci et al [79] have shown-to some extent-a positive relationship between campaign effectiveness and approach motivation indicated by the frontal asymmetry among smokers.…”

Section: Brain Oscillations As a Marker Of Neural Reactions To Socialmentioning

confidence: 99%

Do negative emotions in social advertising really work? Confrontation of classic vs. EEG reaction toward advertising that promotes safe driving

2020

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Social campaigns are persuasive messages that attempt to communicate positive ideas and practices. One of the main challenges in designing effective social campaigns is the need to compete with other advertisements for viewers' attention. One of the most widely used methods of drawing attention to social advertising is the use of negative emotions. However, the effectiveness of negative emotional appeals in social campaigns is still a topic of debates. The aim of the study was to use both declarative and neural (EEG) measures to examine whether increasing the intensity of negative emotions in a social campaign enhances its effectiveness linearly or only to a certain level (curvilinear relation). The experimental study was conducted (N = 62) with road safety campaign, using three different levels of negative emotional intensity. The results showed that even though advertising with the strongest negative stimuli evoked the strongest negative emotions, it had no significantly stronger influence on behavioral intention (driving less risky) than moderately negative stimuli. Moreover, neural reaction to the negative stimuli in advertising depended on driving style-people with risky driving style payed less attention to more threatening message (higher beta oscillations).

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“…Therefore, if in the 60s an EEG device required a room and meters of cables, modern EEG devices are no larger than a smartphone and equipped with storage support, long-life batteries and wireless communication. These great improvements are at the basis of the recent successes of cognitive and behavioral neuroscience research, since it is now possible to investigate human brain physiological dynamics while working or performing everydayness activities, such as driving the car [7,8,9] or piloting an aircraft [10,11,12], working in control rooms [13,14,15,16], watching the TV [17,18], doing sport [19], eating [20], listening music [21,22] or smelling fragrances [23,24]. EEG devices are now wearable and they are considered the key tool to bring research about Brain-Computer Interfaces (BCI, i.e., those system aimed to adapt the objects behavior on the basis of current human mental states) from the laboratory to the applicative fields [25,26].…”

Section: Introductionmentioning

confidence: 99%

The Dry Revolution: Evaluation of Three Different EEG Dry Electrode Types in Terms of Signal Spectral Features, Mental States Classification and Usability

Flumeri

Aricò

Borghini

et al. 2019

Sensors

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137

138

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One century after the first recording of human electroencephalographic (EEG) signals, EEG has become one of the most used neuroimaging techniques. The medical devices industry is now able to produce small and reliable EEG systems, enabling a wide variety of applications also with no-clinical aims, providing a powerful tool to neuroscientific research. However, these systems still suffer from a critical limitation, consisting in the use of wet electrodes, that are uncomfortable and require expertise to install and time from the user. In this context, dozens of different concepts of EEG dry electrodes have been recently developed, and there is the common opinion that they are reaching traditional wet electrodes quality standards. However, although many papers have tried to validate them in terms of signal quality and usability, a comprehensive comparison of different dry electrode types from multiple points of view is still missing. The present work proposes a comparison of three different dry electrode types, selected among the main solutions at present, against wet electrodes, taking into account several aspects, both in terms of signal quality and usability. In particular, the three types consisted in gold-coated single pin, multiple pins and solid-gel electrodes. The results confirmed the great standards achieved by dry electrode industry, since it was possible to obtain results comparable to wet electrodes in terms of signals spectra and mental states classification, but at the same time drastically reducing the time of montage and enhancing the comfort. In particular, multiple-pins and solid-gel electrodes overcome gold-coated single-pin-based ones in terms of comfort.

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Neurophysiological Measures of the Perception of Antismoking Public Service Announcements Among Young Population

Cited by 31 publications

References 166 publications

Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends

Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends

Do negative emotions in social advertising really work? Confrontation of classic vs. EEG reaction toward advertising that promotes safe driving

The Dry Revolution: Evaluation of Three Different EEG Dry Electrode Types in Terms of Signal Spectral Features, Mental States Classification and Usability

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