Examinations of Consumers' Reactions towards Advertising Messages. An Example of the Application of Electroencephalography and Selected Biometric Techniques
DOI:
https://doi.org/10.18559/SOEP.2018.5.11Keywords:
Neuromarketing, Consumer, Cognitive neuroscience, Biometry methods, Biometry, Consumer behaviourAbstract
The development of scientific research in the area of psychology and neurobiology, as well as the technological achievements concerning brain imaging methods, have caused the dynamic development of research methods in economic sciences. New disciplines have appeared, such as: behavioural economy, behavioural finance, neuromanagement and neuromarketing. In the article the author focused on the presentation of a marketing study conducted with applying cognitive neuroscience methods and biometric techniques. The aim of the study was a behaviour analysis of consumers watching the advertisements of different products. Research was conducted in two stages. The first part of the study constituted an experiment with the use of different cognitive neuroscience methods and biometric techniques. The second part of the study consisted of direct interviews with respondents. The analysis of the empirical data showed that the application of the methods taken from neuroscience had allowed receiving additional information which supplemented the knowledge that is being acquired from a direct interview.
Downloads
References
Bagozzi, R. P., Gopinath, M. i Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184-206.
View in Google Scholar
Brzezicka, A. i Kamiński, J. (2010). Neuromarketing. Możliwości i ograniczenia. W: M. Wierzchoń, J. Orzechowski (red.), Nowe trendy w reklamie. Między nauką a praktyką (s. 118-137). Warszawa: Wydawnictwo SWPS Academica.
View in Google Scholar
Budzynski, T., Budzynski, H., Evans, J. i Abarbanel, A. (2009). Introduction to Quantitative EEG and Neurofeedback. Advanced Theory and Applications. New York: Academic Press, Elsevier.
View in Google Scholar
Davidson, R. J. (2004). What does the prefrontal cortex "do" in affect: Perspectives on frontal EEG asymmetry research. Biological Psychology, 67(1-2), 219-33.
View in Google Scholar
Davidson, R. J., Ekman, P., Saron, C. D., Senulis, J. A. i Friesen, W. V. (1990). Approach-withdrawal and cerebral asymmetry: Emotional expression and brain physiology. Journal of Personality and Social Psychology, 58(2), 330-341.
View in Google Scholar
Davidson, R. J., Schwartz, G. E., Saron, C., Bennett, J. i Goleman, D. J. (1979). Frontal versus parietal EEG asymmetry during positive and negative affect [abstract]. Psychophysiology, 16, 202-203.
View in Google Scholar
Dooley, R. (2011). Brainfluence: 100 ways to persuade and convince consumers with neuromarketing. Hoboken: John Wiley & Sons.
View in Google Scholar
Lindstrom, M. (2010). Buyology: Truth and lies about why we buy. Danvers: Crown Business.
View in Google Scholar
Mruk, H. i Sznajder, M. (2008). Neuromarketing. Interdyscyplinarne spojrzenie na klienta. Poznań: Wydawnictwo Uniwersytetu Przyrodniczego w Poznaniu.
View in Google Scholar
Ohme, R. 2008, Neuromarketing jako owoc mariażu nauki z biznesem. Marketing i Rynek, 2, 11-16.
View in Google Scholar
Ohme, R., Szczurko, T. i Oscieski, K. (2010). How to design, conduct and analyze EEG, EMG and GSR. TV ad pre-test. Journal of Interactive Advertising, 11(2).
View in Google Scholar
Pradeep, A. K. (2010). The buying brain: secrets for selling to the subconscious mind. Hoboken: John Wiley & Sons.
View in Google Scholar
Preuss, R. (2010). Neuromarketing. Validity and deploy within marketing. Berlin: Lap Lambert Academic Publishing.
View in Google Scholar
Renvoise, P. i Morin, C. (2011). Neuromarketing. Understanding the buy buttons in your customer's brain. Nashville: SalesBrain LLC.
View in Google Scholar
Schmidt, S. i Walach, H. (2000). Electrodermal Activity (EDA). State of the art measurement and techniques for parapsychological purpose. Journal of Parapsychology, 64, 139-163.
View in Google Scholar
Vecchiato, G., Cherubino, P., Trettel, A. i Babiloni, F. (2013). Neuroelectrical brain imaging tools for the study of the efficacy of TV advertising stimuli and their application to neuromarketing. Seria Biosystems & Biorobotics. Berlin Heidelberg: Springer-Verlag.
View in Google Scholar
Vecchiato, G., Maglione, A. G., Cherubino, P., Wasikowska, B., Wawrzyniak, A., Latuszynska, A., Babiloni, F. (2014). Neurophysiological tools to investigate consumer's gender differences during the observation of TV commercials. Computational and Mathematical Methods in Medicine, 7. Pobrane z http://www.hindawi.com/journals/cmmm/2014/912981/.
View in Google Scholar
Werkle-Bergner, M., Muller, V., Li, S. C. i Lindenberger, U. (2006). Cortical EEG correlates of successful memory encoding: implications for lifespan comparisons. Neuroscience and Biobehavioral Reviews, 30(6), 839-854.
View in Google Scholar
Zurawicki, L. (2010). Neuromarketing. Exploring the brain of the consumer. Berlin Heidelberg: Springer-Verlag.
View in Google Scholar
