Application of frontal EEG asymmetry to advertising research
Rafał Ohme , Dorota Reykowska , Dawid Wiener , Anna Choromańska
AbstractThe 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.
|Journal series||Journal of Economic Psychology, ISSN 0167-4870, (A 35 pkt)|
|Publication size in sheets||0|
|ASJC Classification||; ;|
|Publication indicators||: 2014 = 1.062; : 2010 = 1.358 (2) - 2010=1.749 (5)|
|Dorobek Naukowy - Preview URL||http://dn.swps.edu.pl/Podglad.aspx?WpisID=11736|
|Dorobek Naukowy - Approve URL||http://dn.swps.edu.pl/Biuro/ZatwierdzanieWpisu.aspx?WpisID=11736|
|Dorobek Naukowy - Preview URL||http://dn.swps.edu.pl/Podglad.aspx?WpisID=13705|
|Dorobek Naukowy - Approve URL||http://dn.swps.edu.pl/Biuro/ZatwierdzanieWpisu.aspx?WpisID=13705|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.