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Neuromarketing Tools in Studies on Models of Social Issue Advertising Impact on Recipients

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Problems, Methods and Tools in Experimental and Behavioral Economics (CMEE 2017)

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

Multi-step models of advertising impact on the recipient (e.g., AIDA) are often used to design social issue advertising. The effectiveness of achieving desired objectives of some steps can be analyzed applying modern cognitive neuroscience techniques (EEG, GSR, HR). They enable to read and analyze the pulses generated by the brain, myocardium, or skin surface while watching advertisements. Thus, there is the opportunity to monitor emotions, level of interests, or level of memorization of the subsequent advert sequences.

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Acknowledgements

The project was financed with the National Science Centre funds allocated according to the decision DEC-2016/21/B/HS4/03036.

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Authors and Affiliations

  1. Department of Computational Methods in Experimental Economics, Faculty of Economics and Management, Institute of IT in Management, University of Szczecin, Mickiewicza 64, 71-101, Szczecin, Poland

    Mateusz Piwowarski

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  1. Mateusz Piwowarski
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Correspondence to Mateusz Piwowarski .

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Editors and Affiliations

  1. Faculty of Economics and Management, University of Szczecin, Szczecin, Poland

    Kesra Nermend

  2. Faculty of Economics and Management, University of Szczecin, Szczecin, Poland

    Małgorzata Łatuszyńska

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Piwowarski, M. (2018). Neuromarketing Tools in Studies on Models of Social Issue Advertising Impact on Recipients. In: Nermend, K., Łatuszyńska, M. (eds) Problems, Methods and Tools in Experimental and Behavioral Economics. CMEE 2017. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-99187-0_8

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