Skip to main content

Neuroelectrical Indexes for the Study of the Efficacy of TV Advertising Stimuli

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

Abstract

In this chapter, we present the findings of an experiment aimed to investigate cognitive and emotional changes of cerebral activity during the observation of TV commercials. In particular, we recorded the electroencephalographic (EEG), galvanic skin response (GSR) and heart rate (HR) from a group of 24 healthy subjects during the observation of a series of TV advertisements. The group was equally divided also by gender (male, female) and age (young, old). Comparisons of cerebral and emotional indices previously defined have been performed to highlight gender differences between TV commercial and scenes of interest of specific commercials. Findings show how EEG methodologies, along with the measurements of autonomic variables, could be used to obtain information not obtainable otherwise with verbal interviews. These cerebral and emotional indexes could help to analyze the perception of TV advertisements according to the consumer’s gender and age.

Keywords

  • EEG
  • HR
  • GSR
  • TV commercials
  • Neuromarketing

This is a preview of subscription content, access via your institution.

Buying options

Chapter
USD   29.95
Price excludes VAT (USA)
  • DOI: 10.1007/978-3-319-28419-4_22
  • Chapter length: 17 pages
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
eBook
USD   169.00
Price excludes VAT (USA)
  • ISBN: 978-3-319-28419-4
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book
USD   219.99
Price excludes VAT (USA)
Hardcover Book
USD   219.99
Price excludes VAT (USA)
Fig. 22.1
Fig. 22.2
Fig. 22.3
Fig. 22.4
Fig. 22.5
Fig. 22.6

References

  • Adolphs R (2003) Cognitive neuroscience of human social behaviour. Nature Reviews. Neuroscience 4(3):165–178

    Google Scholar 

  • Ambler T, Ioannides A, Rose S (2000) Brands on the brain: neuro-images of advertising. Bus Strat Rev 11(3):17–30

    CrossRef  Google Scholar 

  • Ariely D, Berns GS (2010) Neuromarketing: the hope and hype of neuroimaging in business. Nat Rev Neurosci 11(4):284–292

    CrossRef  Google Scholar 

  • Astolfi L, Vecchiato G, De Vico Fallani F, Salinari S, Cincotti F, Aloise F, Mattia D et al (2009) The track of brain activity during the observation of TV commercials with the high-resolution EEG technology. Comput Intell Neurosci 652078

    Google Scholar 

  • Astolfi L, De Vico Fallani F, Salinari S, Cincotti F, Mattia D, Marciani MG, Soranzo R, Babiloni F (2008a) Brain activity related to the memorization of TV commercials. Int J Bioelectromegn 10(2):1–10

    Google Scholar 

  • Astolfi L, De Vico Fallani F, Cincotti F, Mattia D, Bianchi L, Marciani MG, Salinari S, Colosimo A, Tocci A, Soranzo R, Babiloni F (2008b) Neural basis for brain responses to TV commercials: a high-resolution EEG study. IEEE Trans Neural Syst Rehabil Eng 16(6):522–531

    CrossRef  Google Scholar 

  • Astolfi L, Cincotti F, Mattia D, Marciani MG, Baccala LA, De Vico Fallani F, Salinari S, Ursino M, Zavaglia M, Ding L, Edgar JC, Miller GA, Bin H, Babiloni F (2007) Comparison of different cortical connectivity estimators for highresolution EEG recordings. Hum Brain Mapp 28(2):143–157

    CrossRef  Google Scholar 

  • Bargh JA and Chartrand TL (1999) The unbearable automaticity of being. American Psychologist 54 (7):462–479

    Google Scholar 

  • Baumgartner T, Esslen M, Jancke L (2006) From emotion perception to emotion experience: emotions evoked by pictures and classical music. Int J Psychophysiol 60(1):34–43

    CrossRef  Google Scholar 

  • Brothers L (1990) The social brain: A project for integrating primate behavior and neurophysiology in a new domain. Concepts in Neuroscience 1:27–51

    Google Scholar 

  • Cacioppo JT et al (2002) Foundations in Social Neuroscience, illustrated edn. The MIT Press

    Google Scholar 

  • Critchley HD (2002) Electrodermal responses: what happens in the brain. Neuroscientis 8(2):132–142

    CrossRef  Google Scholar 

  • Damasio AR (1998) Emotion in the perspective of an integrated nervous system. Brain Res Rev 26:83–86

    CrossRef  Google Scholar 

  • Davidson RJ et al (1999) Regional brain funcion, emotion and disorders of emotion. Current Opinion in Neurobiology 9(2):228–234

    Google Scholar 

  • Davidson RJ (2004) What does the prefrontal cortex “do” in affect: perspectives on frontal EEG asymmetry research. Biol Psychol 67(1–2):219–233. doi:10.1016/j.biopsycho.2004.03.008

    CrossRef  Google Scholar 

  • Erk S, Spitzer M, Wunderlich AP, Galley L, Henrik W (2002) Cultural objects modulate reward circuitry. Neuroreport 13(18):2499–2503. doi:10.1097/01.wnr.0000048542.12213.60

    CrossRef  Google Scholar 

  • Ioannides AA, Lichan L, Theofilou D, Dammers J, Burne T, Ambler T, Rose S (2000) Real time processing of affective and cognitive stimuli in the human brain extracted from MEG signals. Brain Topogr 13(1):11–19

    CrossRef  Google Scholar 

  • Kenning P, Plassmann H (2005) NeuroEconomics: an overview from an economic perspective. Brain Res Bull 67:343–354

    CrossRef  Google Scholar 

  • Klimesch W (1999) EEG alpha and theta oscillations reflect cognitive and memory performance: a review and analysis. Brain Res Rev 29(2–3):169–195

    CrossRef  Google Scholar 

  • Knutson B, Rick S, Wimmer GE, Prelec D, Loewenstein G (2007) Neural predictors of purchases. Neuron 53(1):147–156. doi:10.1016/j.neuron.2006.11.010

    CrossRef  Google Scholar 

  • Lee N, Broderick AJ, Chamberlain L (2007) What is “neuromarketing”? A discussion and agenda for future research. Int J Psychophysiol 63(2):199–204

    CrossRef  Google Scholar 

  • Lehmann D, Skrandies W (1980) Reference-free identification of components of checkerboard-evoked multichannel potential fields. Electroencephalogr Clin Neurophysiol 48:609–621

    CrossRef  Google Scholar 

  • Mauss IB, Robinson MD (2009) Measures of emotion: a review. Cognit Emot 23(2):209–237. doi:10.1080/02699930802204677

    CrossRef  Google Scholar 

  • Nagai Y, Critchley HD, Featherstone E, Fenwick PBC, Trimble MR, Dolan RJ (2004) Brain activity relating to the contingent negative variation: an fMRI investigation. Neuroimage 21(4):1232–1241. doi:10.1016/j.neuroimage.2003.10.036

    CrossRef  Google Scholar 

  • Panksepp J (2004) Affective Neuroscience: The Foundations of Human and Animal Emotions, 1st edn. Oxford University Press, USA

    Google Scholar 

  • Plassmann H, Ramsøy TZ, Milosavljevic M (2012). Branding the brain: A critical review and outlook. Journal of Consumer Psychology 22(1):18–36. http://doi.org/10.1016/j.jcps.2011.11.010

    Google Scholar 

  • Russell JA, Barrett LF (1999) Core affect, prototypical emotional episodes, and other things called emotion: dissecting the elephant. J Pers Soc Psychol 76(5):805–819

    CrossRef  Google Scholar 

  • Solnais C, Andreu-Perez J, Sánchez-Fernández J, Andréu-Abela J (2013) The contribution of neuroscience to consumer research: a conceptual framework and empirical review. J Econ Psychol 36:68–81

    CrossRef  Google Scholar 

  • Summerfield C, Mangels JA (2005) Coherent theta-band EEG activity predicts item-context binding during encoding. NeuroImage 24(3):692–703. doi:10.1016/j.neuroimage.2004.09.012

    CrossRef  Google Scholar 

  • Vecchiato G, Cherubino P, Maglione AG, Herrero MTE, Marinozzi F, Bini F, Trettel A, Babiloni F (2015) How to measure cerebral correlates of emotions in marketing relevant tasks. Cogn Comput. doi:10.1007/s12559-014-9304-x

    Google Scholar 

  • Vecchiato G, Cherubino P, Trettel A, Babiloni F (2013) Neuroelectrical brain imaging tools for the study of the efficacy of TV advertising stimuli and their application to neuromarketing. Springer, Heidelberg

    CrossRef  Google Scholar 

  • Vecchiato G, Wanzeng K, Maglione AG, Daming W (2012) Understanding the impact of TV commercials: electrical neuroimaging. IEEE Pulse 3(3):42–47. doi:10.1109/MPUL.2012.2189171

    CrossRef  Google Scholar 

  • Vecchiato G, Toppi J, Astolfi L, De Vico Fallani F, Cincotti F, Mattia D, Bez F, Babiloni F (2011) Spectral EEG frontal asymmetries correlate with the experienced pleasantness of TV commercial advertisements. Med Biol Eng Comput 49(5):579–583. doi:10.1007/s11517-011-0747-x

    CrossRef  Google Scholar 

  • Vecchiato G, Astolfi L, De Vico Fallani F, Cincotti F, Mattia D, Salinari S, Soranzo R, Babiloni F (2010) Changes in brain activity during the observation of TV commercials by using EEG, GSR and HR measurements. Brain Topogr 23(2):165–179. doi:10.1007/s10548-009-0127-0

    CrossRef  Google Scholar 

  • Werkle-Bergner M, Müller V, Li SC, Lindenberger U (2006) Cortical EEG correlates of successful memory encoding: implications for lifespan comparisons. Neurosci Biobehav Rev 30(6):839–854. doi:10.1016/j.neubiorev.2006.06.009

    CrossRef  Google Scholar 

  • Young C (2002) Brain waves, picture sorts, and branding moments. J Advert Res 42(4):42–53. ISSN 0021-8499

    Google Scholar 

  • Zaltman G (2003) How customers think: essential insights into the mind of the market, 1st edn. Harvard Business Press, Cambridge, MA

    Google Scholar 

Download references

Acknowledgments

The grants provided to Fabio Babiloni by the Italian Ministry of University and Education under the PRIN 2012 and that provided by the Ministry of Foreign Affairs for the bilateral relation between Italy and China for the project “Neuropredictor” are gratefully acknowledged.

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Patrizia Cherubino .

Editor information

Editors and Affiliations

Rights and permissions

Reprints and Permissions

Copyright information

© 2016 Springer International Publishing Switzerland

About this paper

Cite this paper

Cherubino, P. et al. (2016). Neuroelectrical Indexes for the Study of the Efficacy of TV Advertising Stimuli. In: Nermend, K., Łatuszyńska, M. (eds) Selected Issues in Experimental Economics. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-28419-4_22

Download citation