Application of frontal EEG asymmetry to advertising research

Rafał Ohme , Dorota Reykowska , Dawid Wiener , Anna Choromańska


The aim of the study was to identify frontal cortex activation in reaction to TV advertise- ments. We compared three consecutive creative executions of the world-famous Sony Bravia ads (‘‘Balls”, ‘‘Paints”, and ‘‘Play-Doh”). We were looking for left hemispheric dom- inance, which according to the adopted theoretical model, indicated approach reactions of respondents to incoming stimulation. We ha ve found that dominant reactions were pres- ent only in response to one of the tested ads – ‘‘Balls”. Target group respondents reacted in such way to emotional part of the ad, as well as to its informational part (including product- benefit, product, and brand exposure scenes). No similar pattern was found for the remain- ing two ads. It yields a conclusion that frontal asymmetry measure may be a diagnostic tool in examining the potential of advertisements to generate approach related tendencies. We believe that methodologies based on measuring brain waves activity would soon signifi- cantly enrich marketing research portfolio and help marketers to go beyond verbal decla- rations of their consumers. 
Author Rafał Ohme (Wydział Zamiejscowy we Wrocławiu)
Rafał Ohme,,
- Wydział Zamiejscowy we Wrocławiu
, Dorota Reykowska
Dorota Reykowska,,
, Dawid Wiener
Dawid Wiener,,
, Anna Choromańska
Anna Choromańska,,
Journal seriesJournal of Economic Psychology, ISSN 0167-4870, (A 35 pkt)
Issue year2010
Publication size in sheets0
ASJC Classification2002 Economics and Econometrics; 3202 Applied Psychology; 3312 Sociology and Political Science
Languageen angielski
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Score (nominal)35
Publication indicators Scopus SNIP (Source Normalised Impact per Paper): 2014 = 1.062; WoS Impact Factor: 2010 = 1.358 (2) - 2010=1.749 (5)
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