The Study of Advertising Content with Application of EEG

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


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.


Marketing research Electroencephalography Advertising content 


  1. Ambler T (2000) Marketing and the bottom line. Pearson, LondonGoogle Scholar
  2. Barry TE, Howard DJ (1990) A review and critique of the hierarchy of effects in advertising. Int J Advert 2:121–135Google Scholar
  3. Belch GE, Belch MA (2003) Advertising and promotion. An intergrated marketing communication perspective. The McGraw-Hill Companies, New YorkGoogle Scholar
  4. Best Commercial: Mercedes-Benz E-class “Sorry”. Accessed 15 Jul 2015
  5. Doliński D (2007) Emotional see-saw. In: Pratkanis AR (ed) The science of social influence. Advances and future progress. Psychology Press, Philadelphia, PA, pp 137–153Google Scholar
  6. Duncan T (2005) Principles of advertising and IMC. McGraw Hill, Boston, MAGoogle Scholar
  7. Dutka S (1995) DAGMAR, defining advertising goals for measured advertising results. NTC Business Books, New YorkGoogle Scholar
  8. Ehrenberg ASC (1974) Repetitive advertising and the consumer. J Advertising Res 14(2):25–34Google Scholar
  9. Hayes N, Stratton P (2012) A sudent’s dictionary of psychology. Routledge, LondonGoogle Scholar
  10. Heath R, Nairn A (2005) Measuring affective advertising: implications of low attention processing on recall. J Advertising Res 45:269–281. doi: 10.1017/S0021849905050282 CrossRefGoogle Scholar
  11. Kardes FR, Cline TW, Cronley ML (2011) Consumer behavior: science and practice, Internationalth edn. South Western College, Cengage Learning, MasonGoogle Scholar
  12. Kotler P, Keller KL (2012) Marketing management, 14th edn. Prentice Hall, Upper Saddle River, NJGoogle Scholar
  13. Lavidge RJ, Steiner GA (1961) A model for predictive measurements of advertising effectiveness. J Marketing 25(6):59–62CrossRefGoogle Scholar
  14. Lindström M (2008) Buyology: truth and lies about why we buy. Doubleday, New YorkGoogle Scholar
  15. Martin N (2008) Habit. The 95% of behaviour marketers ignore. Pearson Education, Inc. Publishing, Upper Saddle River, NJGoogle Scholar
  16. Monahan JL, Murphy ST, Zajonc RB (2000) Subliminal mere exposure: specific, general, and diffuse effects. Psychol Sci 11:462–466CrossRefGoogle Scholar
  17. Ohme R, Matukin M (2012) A small frog that makes a big difference: brain wave testing of TV advertisements. IEEE Pulse 3(3):28–33. doi: 10.1109/MPUL.2012.2189169 CrossRefGoogle Scholar
  18. Perfect TJ, Askew C (1994) Print advertisements: not remembered but memorable. Appl Cogn Psychol 8:693–703CrossRefGoogle Scholar
  19. Perfect TJ, Heatherley S (1997) Preference for advertisements, logos and names: the effect of implicit memory. Psychol Rep 80:803–808CrossRefGoogle Scholar
  20. Pratkanis AR, Aronson E (2001) Age of propaganda: the everyday use and abuse of persuasion. W. H. Freeman & Co., New YorkGoogle Scholar
  21. Preuss R (2010) Neuromarketing. Validity and deploy within marketing. Lap Lambert Academic Publishing, SaarbrückenGoogle Scholar
  22. Renvoise P, Morin C (2011) Neuromarketing. Understanding the buy buttons in your customer’s brain. SalesBrain LLC, NashvilleGoogle Scholar
  23. Rogers EM (1962) Diffusion of innovation. Free Press, New YorkGoogle Scholar
  24. Rossiter JR, Percy L (1997) Advertising communication and promotion management. McGraw-Hill, New YorkGoogle Scholar
  25. Shimp TA (1997) Advertising and promotion and supplemental aspects of integrated marketing communication. Dryden Press, Fort WorthGoogle Scholar
  26. Strong EK (1925) The psychology of selling and advertisement. McGraw-Hill, New YorkGoogle Scholar
  27. Sutherland M (2009) Advertising and the mind of the consumer: what works, what doesn’t, and why. Allen & Unwin, Crows NestGoogle Scholar
  28. van Raaij WF (1989) Economic news, expectations and macro-economic behaviour. J Econ Psychol 10(4):473–493CrossRefGoogle Scholar
  29. Vaughn R (1980) How advertising works: a planning model. J Advertising Res 20(5):27–33Google Scholar
  30. Vaughn R (1986) How advertising works: a planning model revisited. J Advertising Res 26(1):57–65Google Scholar
  31. Vecchiato G, Maglione AG, Cherubino P, Wąsikowska B, Wawrzyniak A, Łatuszyńska A, Łatuszyńska M, Nermend K, Graziani I, Leucci MR, Trettel A, Babiloni F (2014) Neurophysiological tools to investigate consumer’s gender differences during the observation of TV commercials. Comput Math Method M, Article ID 912981. doi: 10.1155/2014/912981 Google Scholar
  32. Wąsikowska B (2013) Contemporary data exploration technologies in marketing. In: Szewczyk A, Krok E (eds) Studia informatica 32. Wydawnictwo Naukowe Uniwersytetu Szczecińskiego, Szczecin, pp 137–151Google Scholar
  33. Weaver W, Shannon CE (1963) The mathematical theory of communication. University of Illinois Press, ChicagoGoogle Scholar
  34. Woźniczka J (2012) Efekty reklamy i ich pomiar (Advertising Effects and Their Measurement). Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu, WrocławGoogle Scholar
  35. Zajonc RB (2001) Mere exposure: a gateway to the subliminal. Curr Dir Psychol Sci 10:224–228CrossRefGoogle Scholar
  36. Zurawicki L (2010) Neuromarketing. exploring the brain of the consumer. Springer, New YorkCrossRefGoogle Scholar

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

Personalised recommendations