On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research

Abstract

Here we present an overview of some published papers of interest for the marketing research employing electroencephalogram (EEG) and magnetoencephalogram (MEG) methods. The interest for these methodologies relies in their high-temporal resolution as opposed to the investigation of such problem with the functional Magnetic Resonance Imaging (fMRI) methodology, also largely used in the marketing research. In addition, EEG and MEG technologies have greatly improved their spatial resolution in the last decades with the introduction of advanced signal processing methodologies. By presenting data gathered through MEG and high resolution EEG we will show which kind of information it is possible to gather with these methodologies while the persons are watching marketing relevant stimuli. Such information will be related to the memorization and pleasantness related to such stimuli. We noted that temporal and frequency patterns of brain signals are able to provide possible descriptors conveying information about the cognitive and emotional processes in subjects observing commercial advertisements. These information could be unobtainable through common tools used in standard marketing research. We also show an example of how an EEG methodology could be used to analyze cultural differences between fruition of video commercials of carbonated beverages in Western and Eastern countries.

Using EEG to examine the role of attention, working memory, emotion, and imagination in narrative transportation

“…These spectral components were then used to calculate the GFP for each segment and converted into z-scores to extract indexes of attention and memorisation (Kong et al, 2013;Vecchiato et al, 2011;2012 According to Vecchiato et al, (2012), if both theta and alpha z-scores are significant for an event, the stimulus elicits greater emotional response; and the event makes an impression. Black arrows on each of the GFP figures indicate these (Vecchiato et al, 2010;Kong et al, 2013).…”

“…Working memory can be measured in EEG using GFP by measuring theta wave activity in the brain by frontal electrodes 3.5Hz-7.5Hz (Klimesch, 1999;Vecchiato et al, 2010Vecchiato et al, , 2011 (Tellis and Ambler, 2008;Diamond, 2013). However, working memory has limited capacity.…”

“…One technique is the GFP (Lehmann and Skrandies 1980;Vecchiato et al, 2010Vecchiato et al, , 2011 and the other is the Steady State Topography (Silberstein et al, 1990). The GFP can monitor alpha desynchronization and theta increases in the same timeframe as a video; tracking cortical brain changes with events being observed by a participant.…”

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

“…Although the affect-related activations are more variable across subjects, these findings are consistent with previous PET and fMRI studies showing that stimuli with affective content modulates activity in the orbitofrontal and retrosplenial cortex, amygdale, and brainstem. However, in this study is to use a low-resolution sensor and an absequible price for this task [Vecchiato et al(2011)Vecchiato, Astolfi, De Vico Fallani, Toppi, Aloise, Bez, Wei, Kong, Dai, Cincotti, et al]. There are several startups that have products under development similar to Neurosky Mindwave (1) features, but with a much smaller size.…”

Inteligencia emocional y percepción de las emociones básicas como un probable factor contribuyente al mejoramiento del rendimiento en las ventas: Una investigación teórica

“…Estás miden cómo el cerebro responde a determinados estímulos que provienen de la publicidad, no solo se tienen en cuenta estos procesos fisiológicos, sino también se evalúan los resultados de las acciones desarrolladas en torno a las ventas, la percepción de las marcas y las preferencias, por lo que este enfoque considera el proceso de consumo desde el inicio hasta su final incluyendo sus bases fisiológicas. Asimismo, Vecchiato et al (2011) mencionan varias técnicas utilizadas dentro del neuromarketing, como son la resonancia funcional magnética (RFM) y los estudios de los potenciales evocados; los cuales permiten una medida directa y una localización inmediata de la actividad cerebral. En consecuencia, estas técnicas permiten que las medidas puedan ser consideradas más objetivas y útiles que las medidas tradicionales, como los cuestionarios o las autoevaluaciones, instrumentos que resultan altamente costosos y de compleja aplicación.…”