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The Study of Advertising Content with Application of EEG

  • Agata Wawrzyniak
  • Barbara Wąsikowska
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

The character and form of the commercial message have a decisive influence on its reception by potential clients. The appropriate preparation of advertising spots and all promotional materials significantly increases the chances of its positive reception and arouses consumer interest in a product or service. The study of advertising content and its influence can be carried out using different research methods. This chapter presents one of the modern approaches to analysis of advertising content, i.e. with application of the electroencephalography (EEG). The primary objective of the study was to identify features which should be characteristic of an advertisement answering the current situation on the market and meeting the expectations of the customer.

Keywords

Marketing research Electroencephalography Advertising content 

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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.Department of Computational Methods in Experimental Economics, Faculty of Economics and Management, Institute of IT in ManagementUniversity of SzczecinSzczecinPoland

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