Neurophysiological Tools to Investigate Consumer’s Gender Differences during the Observation of TV Commercials
Joint Authors
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
Source
Computational and Mathematical Methods in Medicine
Issue
Vol. 2014, Issue 2014 (31 Dec. 2014), pp.1-12, 12 p.
Publisher
Hindawi Publishing Corporation
Publication Date
2014-07-23
Country of Publication
Egypt
No. of Pages
12
Main Subjects
Abstract 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.
American Psychological Association (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
Modern Language Association (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
American Medical Association (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
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references
Record ID
BIM-507555