Contributions of neuroscience in measuring emotional impact in advertising campaigns using EEG

Authors

DOI:

https://doi.org/10.47284/cdc.v24i00.16662

Keywords:

Consumer Neuroscience, Neuromarketing, Communication Impact, Advertising, EEG

Abstract

Measuring advertising impact has always been a challenge for the field of study. In this case, consumer neuroscience contributes significant scientific solutions by introducing evaluative metrics for attention and interest processes. This article presents the analysis of a beer advertisement using low-resolution EEG (electroencephalography), aiming to assess the emotional impact when subjects are exposed to the advertising stimulus. The advancement of Brain Computer Interface technology has led to devices that can capture the brain's superficial electrical frequencies and offer an opportunity to use these data in the evaluation of advertising. The results obtained from the study demonstrate that it was possible to capture significant effects on the brain's electrical activity among consumer groups, contributing to marketing decision-making. The purpose of this research is to demonstrate different possibilities of advertising metric analyses, when applied from a multidisciplinary perspective, in this case with the use of neurobiology in the field of social sciences.

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Author Biographies

Airton Rodrigues, Núcleo de Estudos em Neurociência do Consumidor

Sócio proprietário do NENC. Doutor e Mestre em Psicologia (USP), Especialista em Marketing (USP-FUNDACE). Graduado em Administração de Empresas na Universidade Mackenzie. Docente da Faculdade de Tecnologia de São Paulo (FATEC) no curso de Cosmetologia.

Letícia Salem Herrmann Lima, Universidade Federal do Paraná

Docente e pesquisadora na UFPR. Coordenadora do Sinapsense, Laboratório de Inovação em Neurociência do Consumo - UFPR. Pós-doutora, Doutora e Mestre em Comunicação e Linguagens (UTP), Especialista em Marketing (PUCPR), Marketing de Varejo (FGV) e Gestão de Marcas e Produtos (FGV). Graduada em Publicidade e Propaganda (UTP) e Relações Públicas (PUCPR).

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Published

04/03/2024

Issue

(2024), v. 24, Publicação Contínua

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