Gender and Age Related Effects While Watching TV Advertisements: An EEG Study
Joint Authors
Maglione, Anton Giulio
Cherubino, Patrizia
Babiloni, Fabio
Cartocci, Giulia
Rossi, Dario
Modica, Enrica
di Flumeri, Gianluca
Source
Computational Intelligence and Neuroscience
Issue
Vol. 2016, Issue 2016 (31 Dec. 2015), pp.1-10, 10 p.
Publisher
Hindawi Publishing Corporation
Publication Date
2016-05-26
Country of Publication
Egypt
No. of Pages
10
Main Subjects
Abstract EN
The aim of the present paper is to show how the variation of the EEG frontal cortical asymmetry is related to the general appreciation perceived during the observation of TV advertisements, in particular considering the influence of the gender and age on it.
In particular, we investigated the influence of the gender on the perception of a car advertisement (Experiment 1 ) and the influence of the factor age on a chewing gum commercial (Experiment 2 ).
Experiment 1 results showed statistically significant higher approach values for the men group throughout the commercial.
Results from Experiment 2 showed significant lower values by older adults for the spot, containing scenes not very enjoyed by them.
In both studies, there was no statistical significant difference in the scene relative to the product offering between the experimental populations, suggesting the absence in our study of a bias towards the specific product in the evaluated populations.
These evidences state the importance of the creativity in advertising, in order to attract the target population.
American Psychological Association (APA)
Cartocci, Giulia& Cherubino, Patrizia& Rossi, Dario& Modica, Enrica& Maglione, Anton Giulio& di Flumeri, Gianluca…[et al.]. 2016. Gender and Age Related Effects While Watching TV Advertisements: An EEG Study. Computational Intelligence and Neuroscience،Vol. 2016, no. 2016, pp.1-10.
https://search.emarefa.net/detail/BIM-1099664
Modern Language Association (MLA)
Cartocci, Giulia…[et al.]. Gender and Age Related Effects While Watching TV Advertisements: An EEG Study. Computational Intelligence and Neuroscience Vol. 2016, no. 2016 (2015), pp.1-10.
https://search.emarefa.net/detail/BIM-1099664
American Medical Association (AMA)
Cartocci, Giulia& Cherubino, Patrizia& Rossi, Dario& Modica, Enrica& Maglione, Anton Giulio& di Flumeri, Gianluca…[et al.]. Gender and Age Related Effects While Watching TV Advertisements: An EEG Study. Computational Intelligence and Neuroscience. 2016. Vol. 2016, no. 2016, pp.1-10.
https://search.emarefa.net/detail/BIM-1099664
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references
Record ID
BIM-1099664