Validation of EEG as an Advertising Research Method: Relation Between EEG Reaction Toward Advertising and Attitude Toward Advertised Issue (Related to Political and Ideological Beliefs)

Maison, Dominika; Oleksy, Tomasz

doi:10.1007/978-3-319-62938-4_18

Cited by 13 publications

(11 citation statements)

References 48 publications

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“…Different aspects of social advertising have been already researched with the use of cognitive neuroscience tools [60][61][62][63]. The effectiveness of negative appeals has been studied as well.…”

Section: Neuroscientific Methods In Research On the Effectiveness Of mentioning

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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Section: Neuroscientific Methods In Research On the Effectiveness Of mentioning

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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“…Neuropeconomics, neuromarketing, and decision-making studies mostly use the EEG (Electroencephalography), NIRS (Near Infrared Spectroscopy), GSR (Galvanic Skin Response), measurement HR (Heart Rate) and EMG (Electromyography). Examples of practical use of such methods in the context of social advertising analysis include work (Vecchiato et al, 2014;Maison and Oleksy, 2017;Piwowarski, 2017Piwowarski, , 2018a2018b). These methods are often supported by other measurement methods, such as eye tracking or face reading.…”

Section: Methodsmentioning

confidence: 99%

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

Piwowarski¹,

Singh²,

Nermend³

2019

ERSJ

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Purpose: The aim of the article is to present the use of selected techniques of cognitive neuroscience (EEG, GSR, HR) to study the effectiveness of social advertising in the context of promoting a healthy lifestyle. The respondents' reactions (emotions, remembering, interest) to individual fragments of the advertisement will be analyzed. The results of neural and psychophysiological measurements will be compared with the survey participants' answers provided in the survey (after the study with EEG, GSR, etc.). Design/Methodology/Approach: The cognitive neuroscience methods, allow building knowledge about human and its behavior at the level of internal psychophysiological and cognitive processes before they are integrated and verbalized in the form of an opinion or judgment on a given topic. Findings: The developments of cognitive neuroscience technique have made this discipline applicable to more and more new areas of research. These possibilities are mainly the outcome of the development in techniques for measuring brain activity and their combinations with other technologies, eg biometric measurements. They allow to correlate various mental functions with physiological sensations. Practical implications: One of the applications is to study the impact of social healthpromoting advertisements (healthy lifestyle, vaccinations, etc.) on recipients. A wellconducted social campaign with the proper design of an information message (advertisement) can directly transform it into shaping healthy life habits among people. Originality/Value: The research will allow the verification of the idea proposed by the researcher to promote healthy life habits among people.

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“…Moreover, the use of EEG creates an opportunity to predict the attractiveness of marketing communication, e.g. advertising, and thus allows to formulate conclusions about its effectiveness (Gauba et al 2017;Maison and Oleksy 2017;Ohme et al 2010). Researchers claim that EEG can provide inform about one's interest in a commercial (Piwowarski 2018) as well as the emotional experience while watching it (Vecchiato et al 2014;Ambler 2015).…”

Section: Electroencephalography In Predicting Purchase Decisionsmentioning

confidence: 99%

A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults

et al. 2021

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Until now, neuromarketing studies have usually been aimed at assessing the predictive value of psychophysiological measures gathered while watching a marketing message related to a particular product. This study is the first attempt to verify the possibility of predicting familiar and unfamiliar brand purchases based on psychophysiological reactions to a retailer television advertisement measured by EEG, EDA and eye-tracking. The number of private label products chosen later served to assess the binary dependent variable. A logistic regression model (with a prediction rate of 61.2%) was applied to determine which psychophysiological variables explained the largest part of the variance of a final purchase decision. The results show that among various measures, only the electrodermal peaks per second were significant in predicting further purchase decisions. The decision to buy was also influenced by brand familiarity. The article concludes that EDA is an unobtrusive measure of emotion-related anticipation of significant outcomes, particularly for dynamic stimuli, as related to decision-making.

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Validation of EEG as an Advertising Research Method: Relation Between EEG Reaction Toward Advertising and Attitude Toward Advertised Issue (Related to Political and Ideological Beliefs)

Cited by 13 publications

References 48 publications

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

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

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

A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults

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