Users’ reactions captured by means of an EEG headset on viewing the presentation of sustainable designs using verbal narrative

Abstract

The aim of this paper is to determine whether consumers accept new arguments for choosing a product that adapts to future needs. It is also seeks to investigate whether the design of products and their ensuing advertising and promotion through a sustainable approach by means of verbal narrative ads can generate a more positive emotional response in the future users of the product than with the application of visual narrative ads.To this end, an experiment was conducted consisting in consumers, with and without experience with the product, watching a promotional video based on verbal narrative, created using the new usage scenarios approach, in which the advantages of a sustainable product are shown. The neuronal response of the possible users was then measured by means of the EEG headset. In order to be able to establish a comparison, the same response was also measured in the same consumers when they viewed a commercial video based on visual narrative about a product with similar characteristics.The results show, among other conclusions, that viewing the verbal narrative ad first triggers higher emotional values of excitement, both in the short and the long term, as well as frustration. It is also observed that having no experience with the product causes higher meditation values. 2This can be useful to enterprises both in order to design their products in such a way as to orientate them towards consumer concerns, and to design advertisements in such a way as to link consumers emotionally with the product.Keywords -advertising, usage scenarios, measured emotions, sustainable products, marketing research. This study has been possible thanks to the research projects 15I336.01/1 "El arte y el diseño en la nueva sociedad digital" funded by the Universitat Jaume I. The authors also wish to acknowledge the help of Sara Romero, María Agost, Laura Martínez and all the participants in the experiment.

Technological advancements and opportunities in Neuromarketing: a systematic review

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“…Among seven TV commercials displayed during the experiment, one commercial with strong images was analyzed for the adults' and older adults' reaction. Other than them, Vasiljević et al [44] used Nestle advertisement to measure consumer attention though pulse analysis; Daugherty et al [46] replicated an experiment of Krugman (1971) using both TV advertisements and print media advertisements to recognize how consumers look and think; Royo et al [47] focused on consumer response while viewing advertisements of sustainable product designs. For their experiment, an animated commercial was made containing verbal narrative of sustainable product and an existing commercial was used to convey the visual narrative of conventional product.…”

Value Perception of Green Products: An Exploratory Study Combining Conscious Answers and Unconscious Behavioral Aspects

“…Through the ET technology, they found that the youngest participants showed a greater interest for and knowledge of these labels. Eventually, Royo et al [36] conducted an experimental campaign through 40 participants monitored by an electroencephalogram (EEG) headset. They observed emotional and cognitive differences between watching a visual narrative and showing the functionality and use of a pushchair (that provides pro-environmental solutions) and a verbal narrative advertisement that explains the problems and the advantages of using the new product.…”