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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...

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Autores principales: 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
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Hindawi Publishing Corporation 2014
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.
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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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