Neurophysiological Tools to Investigate Consumer’s Gender Differences during the Observation of TV Commercials
المؤلفون المشاركون
Leucci, Maria Rita
Maglione, Anton Giulio
Cherubino, Patrizia
Babiloni, Fabio
Wasikowska, Barbara
Latuszynska, Malgorzata
Graziani, Ilenia
Latuszynska, Anna
Wawrzyniak, Agata
Nermend, Kesra
Trettel, Arianna
Vecchiato, Giovanni
المصدر
Computational and Mathematical Methods in Medicine
العدد
المجلد 2014، العدد 2014 (31 ديسمبر/كانون الأول 2014)، ص ص. 1-12، 12ص.
الناشر
Hindawi Publishing Corporation
تاريخ النشر
2014-07-23
دولة النشر
مصر
عدد الصفحات
12
التخصصات الرئيسية
الملخص EN
Neuromarketing is a multidisciplinary field of research whose aim is to investigate the consumers’ reaction to advertisements from a neuroscientific perspective.
In particular, the neuroscience field is thought to be able to reveal information about consumer preferences which are unobtainable through conventional methods, including submitting questionnaires to large samples of consumers or performing psychological personal or group interviews.
In this scenario, we performed an experiment in order to investigate cognitive and emotional changes of cerebral activity evaluated by neurophysiologic indices during the observation of TV commercials.
In particular, we recorded the electroencephalographic (EEG), galvanic skin response (GSR), and heart rate (HR) in a group of 28 healthy subjects during the observation of a series of TV advertisements that have been grouped by commercial categories.
Comparisons of cerebral indices have been performed to highlight gender differences between commercial categories and scenes of interest of two specific commercials.
Findings show how EEG methodologies, along with the measurements of autonomic variables, could be used to obtain hidden information to marketers not obtainable otherwise.
Most importantly, it was suggested how these tools could help to analyse the perception of TV advertisements and differentiate their production according to the consumer’s gender.
نمط استشهاد جمعية علماء النفس الأمريكية (APA)
Vecchiato, Giovanni& Maglione, Anton Giulio& Cherubino, Patrizia& Wasikowska, Barbara& Wawrzyniak, Agata& Latuszynska, Anna…[et al.]. 2014. Neurophysiological Tools to Investigate Consumer’s Gender Differences during the Observation of TV Commercials. Computational and Mathematical Methods in Medicine،Vol. 2014, no. 2014, pp.1-12.
https://search.emarefa.net/detail/BIM-507555
نمط استشهاد الجمعية الأمريكية للغات الحديثة (MLA)
Vecchiato, Giovanni…[et al.]. Neurophysiological Tools to Investigate Consumer’s Gender Differences during the Observation of TV Commercials. Computational and Mathematical Methods in Medicine No. 2014 (2014), pp.1-12.
https://search.emarefa.net/detail/BIM-507555
نمط استشهاد الجمعية الطبية الأمريكية (AMA)
Vecchiato, Giovanni& Maglione, Anton Giulio& Cherubino, Patrizia& Wasikowska, Barbara& Wawrzyniak, Agata& Latuszynska, Anna…[et al.]. Neurophysiological Tools to Investigate Consumer’s Gender Differences during the Observation of TV Commercials. Computational and Mathematical Methods in Medicine. 2014. Vol. 2014, no. 2014, pp.1-12.
https://search.emarefa.net/detail/BIM-507555
نوع البيانات
مقالات
لغة النص
الإنجليزية
الملاحظات
Includes bibliographical references
رقم السجل
BIM-507555
قاعدة معامل التأثير والاستشهادات المرجعية العربي "ارسيف Arcif"
أضخم قاعدة بيانات عربية للاستشهادات المرجعية للمجلات العلمية المحكمة الصادرة في العالم العربي
تقوم هذه الخدمة بالتحقق من التشابه أو الانتحال في الأبحاث والمقالات العلمية والأطروحات الجامعية والكتب والأبحاث باللغة العربية، وتحديد درجة التشابه أو أصالة الأعمال البحثية وحماية ملكيتها الفكرية. تعرف اكثر