Biometric Measures for Interactive Advertising Research

Ohme, Rafał; Matukin, Michał; Pacula-Lesniak, Beata

doi:10.1080/15252019.2011.10722185

Cited by 102 publications

(79 citation statements)

References 77 publications

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“…EEG is a noninvasive technique that measures changes in electrical neural activity in the cortex (Ciorciari, ; Ohme et al, ). EEG measures the frequency of the brain's electrical currents (Ohme et al, ) and changes in voltage via electrodes placed on the scalp, which are then amplified to facilitate appropriate statistical analysis (Ahlert et al, ; Banich & Compton, ). Electrodes (also called leads) operate as individual channels, which record electrical brain activity.…”

Section: Temporal‐based Neuroscience Tools Used To Measure Changes Inmentioning

confidence: 99%

“…Facial EMG measures microscopic voluntary and involuntary facial muscle movements by placing electrodes on the skin's surface to record the electrical activity of particular muscle groups (Bolls et al, ; Ohme et al, ). The most commonly recorded facial muscles are the corrugator supercilii (corrugator), orbicularis oculi (orbicularis), and zygomaticus major (zygomatic).…”

Section: Neuroscience Tools Measuring Physiological Changes In Responmentioning

confidence: 99%

“…Research has shown that EMG is useful in measuring positively and negatively valenced emotional responses to advertising stimuli (Bolls et al, ). EMG has been used to evaluate a variety of marketing stimuli such as positive or negative emotional valence while listening to radio advertisements (Bolls et al, ), and emotion responses to advertising material (Ohme et al, ).…”

Section: Neuroscience Tools Measuring Physiological Changes In Responmentioning

confidence: 99%

See 2 more Smart Citations

Consumer neuroscience for marketing researchers

Harris

Ciorciari

Gountas

2018

J of Consumer Behaviour

146

152

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Purpose For many consumer neuromarketing researchers, the use of functional magnetic resonance imaging has been the most preferred neuroscience technique. However, electroencephalography, eye tracking, and implicit measurements are becoming increasingly popular market research methods due to rapid technological improvements and reduced costs. Design This article is an overview of the most commonly used consumer neuroscience techniques in marketing research. Findings Many peer‐reviewed journal articles in the consumer neuroscience literature usually provide only a brief summary of the actual functions of each neuroscience technique used in their research. Throughout the consumer neuroscience and marketing research literature, there is a lack of comprehensive evaluation of the relative merits of all neuroscience research tools. There is no rigorous analysis of the relative appropriateness of all the neuroscience, physiological, and biometric research tools currently used in consumer neuroscience market research. Originality/value This is the first paper that provides a comprehensive review of all relevant neuroscience techniques with a proper explanation of their functions and utility for different types of research. Each individual neuromarketing research tools' strengths and weaknesses are analysed for particular types of marketing research questions and highlights some of the key research papers and authors for interested researchers to follow up.

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Section: Temporal‐based Neuroscience Tools Used To Measure Changes Inmentioning

confidence: 99%

Section: Neuroscience Tools Measuring Physiological Changes In Responmentioning

confidence: 99%

Section: Neuroscience Tools Measuring Physiological Changes In Responmentioning

confidence: 99%

See 1 more Smart Citation

Consumer neuroscience for marketing researchers

Harris

Ciorciari

Gountas

2018

J of Consumer Behaviour

146

152

View full text Add to dashboard Cite

show abstract

“…As reported by Ohme, Matukin, & Pacula-lesniak (2011), human faces are among the factors that lead to the fastest recognition by consumers compared to other elements or stimuli presented. Human faces with emotional character capture attention quickly.…”

Section: Human Facesmentioning

confidence: 91%

Attributes for Image Content that Attract Consumers’ Attention to Advertisements

Bakar

Desa

Mustafa

2015

Procedia - Social and Behavioral Sciences

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Advertisement is an essential tool in promoting products and services to customers. Image is one of the components in an advertisement, which gives a clearer picture of what is being promoted. Accordingly, image was identified as one of the factors that can attract consumers' attention to advertisement displayed in a media. In connection to the previous study, the factors regarding on the advertisement avoidance has been determined. As for that, this study will be looking at image content that attract consumers' attention to an advertisement. Factors analysis was used as the methodology in gathering and analyzing all the factors studied. This study will contribute to the knowledge in marketing strategy and gives guidance to designers in designing an effective and attracting advertisement. In addition to that, this study will also discuss in detail on all the factors that contribute to the media attention.

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“…It is increasingly recognized, however, that the results obtained with the use of such methods are not quite reliable because the study subjects are not always able to evaluate media messages in accordance with their true feelings (Zaltman, 2003). In recent years, however, in the field of marketing it is becoming increasingly common to use the tools of cognitive neuroscience in order to know the unconscious opinions of recipients (Lindstrom, 2008;Ohme et al, 2010). Methods of this kind offer access to data that cannot be obtained as a result of the survey.…”

Section: Evaluation Of Media Message Effectivenessmentioning

confidence: 99%

The Role of Public Awareness Campaigns in Sustainable Development

Borawska

2017

EES

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The concept of sustainable development has been present in political discourse for many years. Striving to achieve it has become a worldwide priority. Success in this field depends not only on the right government policies. It is also a matter of society engagement. There are different direct and indirect tools intended to promote and reinforce positive changes in social attitudes. Among the most important ones are public awareness campaigns. The aim of the article is to present the ways in which they can contribute to sustainable development and how their positive impact should be properly assessed.

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Biometric Measures for Interactive Advertising Research

Cited by 102 publications

References 77 publications

Consumer neuroscience for marketing researchers

Consumer neuroscience for marketing researchers

Attributes for Image Content that Attract Consumers’ Attention to Advertisements

The Role of Public Awareness Campaigns in Sustainable Development

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