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Neurophysiological Tools to Investigate Consumer's Gender Differences during the Observation of TV Commercials
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 t...
Autores principales: | , , , , , , , , , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Hindawi Publishing Corporation
2014
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4134790/ https://www.ncbi.nlm.nih.gov/pubmed/25147579 http://dx.doi.org/10.1155/2014/912981 |
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author | Vecchiato, Giovanni Maglione, Anton Giulio Cherubino, Patrizia Wasikowska, Barbara Wawrzyniak, Agata Latuszynska, Anna Latuszynska, Malgorzata Nermend, Kesra Graziani, Ilenia Leucci, Maria Rita Trettel, Arianna Babiloni, Fabio |
author_facet | Vecchiato, Giovanni Maglione, Anton Giulio Cherubino, Patrizia Wasikowska, Barbara Wawrzyniak, Agata Latuszynska, Anna Latuszynska, Malgorzata Nermend, Kesra Graziani, Ilenia Leucci, Maria Rita Trettel, Arianna Babiloni, Fabio |
author_sort | Vecchiato, Giovanni |
collection | PubMed |
description | 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. |
format | Online Article Text |
id | pubmed-4134790 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2014 |
publisher | Hindawi Publishing Corporation |
record_format | MEDLINE/PubMed |
spelling | pubmed-41347902014-08-21 Neurophysiological Tools to Investigate Consumer's Gender Differences during the Observation of TV Commercials Vecchiato, Giovanni Maglione, Anton Giulio Cherubino, Patrizia Wasikowska, Barbara Wawrzyniak, Agata Latuszynska, Anna Latuszynska, Malgorzata Nermend, Kesra Graziani, Ilenia Leucci, Maria Rita Trettel, Arianna Babiloni, Fabio Comput Math Methods Med Research Article 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. Hindawi Publishing Corporation 2014 2014-07-23 /pmc/articles/PMC4134790/ /pubmed/25147579 http://dx.doi.org/10.1155/2014/912981 Text en Copyright © 2014 Giovanni Vecchiato et al. https://creativecommons.org/licenses/by/3.0/ This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. |
spellingShingle | Research Article Vecchiato, Giovanni Maglione, Anton Giulio Cherubino, Patrizia Wasikowska, Barbara Wawrzyniak, Agata Latuszynska, Anna Latuszynska, Malgorzata Nermend, Kesra Graziani, Ilenia Leucci, Maria Rita Trettel, Arianna Babiloni, Fabio Neurophysiological Tools to Investigate Consumer's Gender Differences during the Observation of TV Commercials |
title | Neurophysiological Tools to Investigate Consumer's Gender Differences during the Observation of TV Commercials |
title_full | Neurophysiological Tools to Investigate Consumer's Gender Differences during the Observation of TV Commercials |
title_fullStr | Neurophysiological Tools to Investigate Consumer's Gender Differences during the Observation of TV Commercials |
title_full_unstemmed | Neurophysiological Tools to Investigate Consumer's Gender Differences during the Observation of TV Commercials |
title_short | Neurophysiological Tools to Investigate Consumer's Gender Differences during the Observation of TV Commercials |
title_sort | neurophysiological tools to investigate consumer's gender differences during the observation of tv commercials |
topic | Research Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4134790/ https://www.ncbi.nlm.nih.gov/pubmed/25147579 http://dx.doi.org/10.1155/2014/912981 |
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