Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing

  • Giovanni Vecchiato
  • Patrizia Cherubino
  • Arianna Trettel
  • Fabio Babiloni
Part of the Biosystems & Biorobotics book series (BIOSYSROB, volume 3)

Table of contents

  1. Front Matter
    Pages 1-16
  2. Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni
    Pages 1-7
  3. Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni
    Pages 9-31
  4. Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni
    Pages 33-44
  5. Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni
    Pages 45-62
  6. Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni
    Pages 63-67
  7. Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni
    Pages 69-74
  8. Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni
    Pages 75-84
  9. Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni
    Pages 85-88
  10. Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni
    Pages 89-112
  11. Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni
    Pages 113-125
  12. Back Matter
    Pages 127-136

About this book

Introduction

In this book the authors describe their original research on the potential of both standard and high-resolution electroencephalography (EEG) for analyzing brain activity in response to TV advertising. When engineering techniques, neuroscience concepts and marketing stimuli converge in one research field, known as neuromarketing, various theoretical and practical aspects need to be considered. The book introduces and discusses those aspects in detail, while showing several experiments performed by the authors during their attempts to measure both the cognitive activity and emotional involvement of the test subjects. In these experiments, the authors apply simultaneous EEG, galvanic skin response and heart rate monitoring, and show how significant variations of these variables can be associated with attention to, memorization or enjoyment of the presented stimuli. In particular, this book shows the central role of statistical analysis in recovering significant information on the scalp and cortical areas involved, along with variations of activity in the autonomous nervous system. From an economic and marketing perspective, the aim of this work is to promote a better understanding of how mass consumer advertising of (established) brands affects brain systems. From a neuroscience perspective, the broader goal is to provide a better understanding of both the neural mechanisms underlying the impact of affect and cognition on memory, and the neural correlates of choice and decision-making.

 

 

Keywords

Brain responses to TV commercials Cortical connectivity EEG Frontal Asymmetry EEG power spectral density High resolution EEG Inverse problem Memorization and pleasantness of TV advertising Neuromarketing experiments

Authors and affiliations

  • Giovanni Vecchiato
    • 1
  • Patrizia Cherubino
    • 2
  • Arianna Trettel
    • 3
  • Fabio Babiloni
    • 4
  1. 1., Dept. Physiology and PharmacologyUniversity of Rome “Sapienza”RomeItaly
  2. 2.BrainSigns srl.RomeItaly
  3. 3.BrainSigns srl.RomeItaly
  4. 4., Dept. Physiology and PharmacologyUniversity of Rome “Sapienza”RomeItaly

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-642-38064-8
  • Copyright Information Springer-Verlag Berlin Heidelberg 2013
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Engineering
  • Print ISBN 978-3-642-38063-1
  • Online ISBN 978-3-642-38064-8
  • Series Print ISSN 2195-3562
  • Series Online ISSN 2195-3570
  • About this book