Application of frontal EEG asymmetry to advertising research

Rafał Ohme , Dorota Reykowska , Dawid Wiener , Anna Choromańska

Abstract

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
Vol31
Pages785-793
Publication size in sheets0
ASJC Classification2002 Economics and Econometrics; 3202 Applied Psychology; 3312 Sociology and Political Science
DOIDOI:10.1016/j.joep.2010.03.008
URL http://www.sciencedirect.com/science/article/pii/S0167487010000310
Languageen angielski
File
1357730734JOURNALOFECONOMICPSYCHOLOGY2010ApplicationoffrontalEEGasymmetrytoadvertisingresearch.pdf of 14-09-2015
648.05 KB
1357730734JOURNALOFECONOMICPSYCHOLOGY2010ApplicationoffrontalEEGasymmetrytoadvertisingresearch.png of 14-09-2015
468.49 KB
JOURNAL-OF-ECONOMIC-PSYCHOLOGY-2010-Application-of-frontal-EEG-asymmetry-to-advertising-research.pdf of 14-09-2015
648.05 KB
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)
Citation count*
Additional fields
Dorobek Naukowy - Preview URLhttp://dn.swps.edu.pl/Podglad.aspx?WpisID=11736
Dorobek Naukowy - Approve URLhttp://dn.swps.edu.pl/Biuro/ZatwierdzanieWpisu.aspx?WpisID=11736
Dorobek Naukowy - Preview URLhttp://dn.swps.edu.pl/Podglad.aspx?WpisID=13705
Dorobek Naukowy - Approve URLhttp://dn.swps.edu.pl/Biuro/ZatwierdzanieWpisu.aspx?WpisID=13705
Cite
Share Share

Get link to the record


* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
Back
Confirmation
Are you sure?