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How to Measure Cerebral Correlates of Emotions in Marketing Relevant Tasks

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Abstract

Nowadays, there is a growing interest in measuring emotions through the estimation of cerebral variables. Several techniques and methods are used and debated in neuroscience. In such a context, the present paper provides examples of time-varying variables related to the estimation of emotional valence, arousal and Approach-Withdrawal behavior in marketing relevant contexts. In particular, we recorded electroencephalographic (EEG), galvanic skin response (GSR) and heart rate (HR) in a group of healthy subjects while they are watching different TV commercials. Specifically, results obtained in the Experiment 1 shows a significant increase of cortical power spectral density across left frontal areas in the alpha band and an enhance of cardiac activity during the observation of TV commercials that have been judged pleasant. In the Experiment 2, frontal EEG asymmetry, GSR and HR measurements are used to draw cognitive and emotional indices in order to track the subject’s internal state frame by frame of the commercial. A specific case study shows how the variations of the defined Approach-Withdrawal and emotional indices can distinguish the reactions of younger adults from the older ones during the observation of a funny spot. This technology could be of help for marketers to overcome some of the drawbacks of the standard marketing tools (e.g., interviews, focus groups) usually adopted during the analysis of the emotional perception of advertisements.

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Acknowledgments

This work was in part supported by a grant of Italian Minister of Research and University “PRIN 2012”, by EUROCONTROL on behalf of the SESAR Joint Undertaking in the context of SESAR Work Package E - NINA research project , by the Italian Minister of Foreign Affairs with a bilateral project between Italy and China “Neuropredictor” and by a project FILAS "BrainTrained" CUP F87I12002500007.

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Authors and Affiliations

  1. Department Physiology and Pharmacology, “Sapienza” University, Piazzale Aldo Moro 5, 00185, Rome, Italy

    Giovanni Vecchiato & Fabio Babiloni

  2. BrainSigns s.r.l., Via Sesto Celere 7c, 00152, Rome, Italy

    Giovanni Vecchiato, Patrizia Cherubino, Anton Giulio Maglione, Arianna Trettel & Fabio Babiloni

  3. Department Economics and Marketing, “IULM” University, Via Carlo Bo 1, 20143, Milan, Italy

    Patrizia Cherubino

  4. Department of Anatomy, Histology, Forensic Medicine and Orthopedics, “Sapienza” University, Via Borelli 50, 00185, Rome, Italy

    Anton Giulio Maglione

  5. Clinical and Experimental Neuroscience (NiCE-CIBERNED), Department of Human Anatomy and Psychobiology, School of Medicine, University of Murcia, Campus Universitario de Espinardo, 30100, Murcia, Spain

    Maria Trinidad Herrera Ezquierro

  6. Department of Mechanical and Aerospace Engineering, “Sapienza” University, Via Eudossiana 18, 00184, Rome, Italy

    Franco Marinozzi & Fabiano Bini

  7. IRCCS Fondazione Santa Lucia, via Ardeatina 306, 00179, Rome, Italy

    Fabio Babiloni

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  1. Giovanni Vecchiato
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Vecchiato, G., Cherubino, P., Maglione, A.G. et al. How to Measure Cerebral Correlates of Emotions in Marketing Relevant Tasks. Cogn Comput 6, 856–871 (2014). https://doi.org/10.1007/s12559-014-9304-x

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