The Cognitive Neuroscience Methods in the Analysis of the Impact of Advertisements in Shaping People's Health Habits*

Piwowarski, Mateusz; Singh, U. S.; Nermend, Kesra

doi:10.35808/ersj/1521

Cited by 16 publications

(17 citation statements)

References 32 publications

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“…Despite the fact that NeuroSky EEG has only a single channel, it has been prevalently used in many neuromarketing studies (Goode and Iwasa‐Madge, 2019; Hsu and Chen, 2019) for its reliability has been confirmed by scholars such as Rogers et al (2016), Sezer et al (2015), Chen and Huang (2013), and Rebolledo-Mendez et al (2009). It has also been proven to have sufficient accuracy in collecting brainwave oscillations, and the participants may not feel as awkward when wearing it (Sun, 2014).…”

Section: Methodsmentioning

confidence: 99%

“…We advise studies future research using EEG on event-related potential in the field of hospitality and tourism to gain more insights into the minds of consumers when pushing the buy button in their brains, as 80% of buying behaviours are driven on an unconscious or subconscious level (Cuesta et al, 2020; Hafez, 2019; Morin, 2011). However, another fact remains that the effects engendered by subliminal stimuli can only last for a very short period of time (Ruch et al, 2016), and the long-term effects of these techniques are still in need of more empirical evidence. It has been suggested that EEG can be used in conjunction with other techniques such as facial electromyography (fMEG) (Li et al, 2015) or eye-tracking (Khushaba et al, 2012).…”

Section: Conclusion Implications and Limitationsmentioning

confidence: 99%

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Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

Hsu

Chen

2020

Australasian Marketing Journal

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This study aims to understand how hotel videos embedded with a smiling face emoji as a subliminal message affect consumers’ selection of hotels, with their brain activities measured and collected while they watched the videos. Data was collected from sixteen participants who completed two rounds of experiments. A chi-square test of homogeneity, paired sample t-test, and Bayes factor were performed to address the two proposed research questions. The results of this study reveal that participants’ selection of hotels would be significantly affected by the subliminal stimuli of a smiling face emoji. Meanwhile, neuroscientific data identifies significant differences between participants’ two (theta and beta) out of five bands of brainwaves while they were viewing hotel videos with and without the subliminal message. Suggestions for future studies and practical operations are also discussed.

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Section: Methodsmentioning

confidence: 99%

Section: Conclusion Implications and Limitationsmentioning

confidence: 99%

Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

Hsu

Chen

2020

Australasian Marketing Journal

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“…Therefore, we conclude that the changes in the activity of the skin are correlated with the changes in the activity of the brain. This investigation is novel in comparison to the published studies [1][2][3][4][5][6][7][8] that investigated the reaction of skin under different conditions without attempting to link it to brain activity.…”

Section: Discussionmentioning

confidence: 99%

“…In most of the reported works, Galvanic Skin Response (GSR) signals are considered as the index of skin activity. The reported studies that evaluated GSR signals to analyze emotions [1,2] and stress [3,4], to identify driver distraction [5], to investigate the effectiveness of social advertising [6], to analyze the sleep quality of older adults [7], and to detect pain [8] are worthy of being mentioned.…”

Section: Introductionmentioning

confidence: 99%

Decoding of the coupling between brain and skin activities in olfactory stimulation by analysis of EEG and GSR signals

Omam

Babini

Sim

et al. 2021

Waves in Random and Complex Media

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Our skin reacts to various stimuli that we receive. Since all parts of the human body are controlled by the brain, a relationship should exist among brain and skin activities. This study evaluates the relation among skin and brain activities. As such, we benefited from the information-based analysis. We collected GSR and EEG signals of eight participants in various olfactory stimulations. Accordingly, we ran Shannon entropy-based analysis to evaluate the correlation between the information contents of these two signals. The results showed that the alterations in the complexity of stimulus and the information of GSR and EEG signals are strongly correlated. We also verified the results of the analysis of Shannon entropy of signals by calculating their Hurst exponent to quantify their memory. According to the results, the alterations of the memory of EEG and GSR signals are similar to the alterations of the information of these signals.

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“…Colomer Granero et al (2016) combined the aforementioned indices with GSR and HR measurements to classify advertisement spot into three categories (i.e., positive, neutral, and negative), with the use of the selected physiological features resulting in correct classification of the spot in nine out of ten times. Vecchiato et al (2014c), Piwowarski et al (2019), and Mateusz and Kesra (2020) examined the approach and withdrawal motivation alongside with emotional responses, working memory and attention. All three studies analyzed the physiological responses of EEG, GSR, and HR by formulating emotional, memorization and approach-withdrawal indices, with the scope of investigating the effectiveness of audiovisual advertisement.…”

Section: Advertisement Assessmentmentioning

confidence: 99%

Unlocking the Subconscious Consumer Bias: A Survey on the Past, Present, and Future of Hybrid EEG Schemes in Neuromarketing

Kalaganis¹,

Georgiadis²,

Oikonomou³

et al. 2021

Front. Neuroergonomics

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Fueled by early success stories, the neuromarketing domain advanced rapidly during the last 10 years. As exciting new techniques were being adapted from medical research to the commercial domain, many neuroscientists and marketing practitioners have taken the chance to exploit them so as to uncover the answers of the most important marketing questions. Among the available neuroimaging technologies, electroencephalography (EEG) stands out as the less invasive and most affordable method. While not equally precise as other neuroimaging technologies in terms of spatial resolution, it can capture brain activity almost at the speed of cognition. Hence, EEG constitutes a favorable candidate for recording and subsequently decoding the consumers' brain activity. However, despite its wide use in neuromarketing, it cannot provide the complete picture alone. In order to overcome the limitations imposed by a single monitoring method, researchers focus on more holistic approaches. The exploitation of hybrid EEG schemes (e.g., combining EEG with eye-tracking, electrodermal activity, heart rate, and/or other) is ever growing and will hopefully allow neuromarketing to uncover consumers' behavior. Our survey revolves around last-decade hybrid neuromarketing schemes that involve EEG as the dominant modality. Beyond covering the relevant literature and state-of-the-art findings, we also provide future directions on the field, present the limitations that accompany each of the commonly employed monitoring methods and briefly discuss the omni-present ethical scepticizm related to neuromarketing.

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The Cognitive Neuroscience Methods in the Analysis of the Impact of Advertisements in Shaping People's Health Habits*

Cited by 16 publications

References 32 publications

Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

Decoding of the coupling between brain and skin activities in olfactory stimulation by analysis of EEG and GSR signals

Unlocking the Subconscious Consumer Bias: A Survey on the Past, Present, and Future of Hybrid EEG Schemes in Neuromarketing

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