This article demonstrates how marketing may benefit from neurophysiology. The authors discuss a particular research case concerning the analysis of a skin care product advertisement. Pretests of 2 versions of this TV ad revealed that, although the versions were almost identical, each of them generated significantly different impact. Their influence was assessed using both cognitive measures (benefits and key benefits recall) and behavioral measures (shelf test). The only difference between these 2 versions of the ad was in a single scene that contained a particular gesture by a female model. Of note, the gesture appeared to enhance the effectiveness of the ad. The authors tested whether neurophysiological measures can capture differences in consumer reactions to slightly different marketing stimuli. Indeed, by using electroencephalography and electromyography and by monitoring skin conductance, the authors were able to register significant differences in neurophysiological reactions to an altered scene, even though the difference was not consciously seen. The authors believe that neurophysiological measures soon will be widely acknowledged and used as a complimentary method in classical marketing research.

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