Contribuições da neurociência na mensuração do impacto emocional em campanhas publicitária com o uso do EEG
DOI:
https://doi.org/10.47284/cdc.v24i00.16662Palavras-chave:
Neurociência do Consumo, Neuromarketing, Impacto Comunicacional, Publicidade, EEGResumo
A mensuração de impacto publicitário sempre foi um desafio para o campo de estudo. A neurociência do consumo contribui, nesse caso, com soluções científicas importantes quando traz métricas avaliativas para os processos de atenção e interesse. Este artigo apresenta a análise de um filme publicitário no segmento de cerveja utilizando EEG (eletroencefalografia) de baixa resolução, visando a avaliação do impacto emocional quando os pesquisados são expostos ao estímulo publicitário. O avanço da tecnologia Brain Computer Interface levou a dispositivos que conseguem capturar as frequências elétricas superficiais do cérebro e oferecessem uma oportunidade para utilização destes dados na avaliação da propaganda. Os resultados obtidos com o estudo demonstram que foi possível capturar efeitos significativos nas atividades elétricas do cérebro entre grupos de consumidores, contribuindo para a tomada de decisão mercadológica. A proposta desta pesquisa é demonstrar diferentes possibilidades de análises métricas publicitárias, quando aplicadas perspectivas multidisciplinares, neste caso com o uso da neurobiologia no campo das ciências sociais.
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