Cognitive neuroscience techniques in determining the right time of advertising

Abstract

Cognitive neuroscience techniques are used in many different domains. Among them is marketing research. The general assumption driving such research is that human brain activity can provide marketers with information that cannot be obtained otherwise. The aim of this article is to show, how cognitive neuroscience techniques and neurometrics can be helpful in determining the appropriate time for advertising a product. The study was conducted with the use of the advertisement for dietary supplement enhancing the cognitive abilities. The experiment presented in the paper consists of two parts. The first one was conducted two months before the exams and the second one - during exams It was arranged this way to check, if the students would show more interest in the advertisement when they have examinations (in the “right” time) and if the neurometric indexes are able to capture such interest by showing statistically significant difference between these two periods.

Cognitive Neuroscience Methods in Enhancing Health Literacy

“…The analysis of the world literature on the applicability of EEG signal measurements in the reception of advertising messages, as well as our own previous studies [ 56 , 57 , 58 , 60 , 94 , 95 , 96 , 97 , 98 ] confirm the correctness of the adopted research direction. Reaching and analyzing the brain response to the specific stimuli (in this case, scenes shown in public service advertisements) may bring measurable benefits to the entire health care system.…”

“…Methods of cognitive neuroscience supported by other techniques for measuring human physiological processes more and more often are finding applications in the studies on the multimedia content, such as video advertisements. EEG (electroencephalography) measurements, fMRI (functional magnetic resonance imaging), as well as GSR (galvanic skin response), HR (heart rate), EMG (electromyography) and eye tracking are used for this purpose [35,36,[42][43][44][45][46][47][48][49][50][51][52][53][54][55][56][57][58][59][60]. Measurement techniques based on neuroscience are less prone to assessment errors and are more objective.…”

Accessing Neuromarketing Scientific Performance: Research Gaps and Emerging Topics

“…This body of literature was interpreted through categorical content analysis, which served to identify and describe the following variables: topic area, application area, neuroscience technology used, and research gaps addressed. The variables of analysis in the literature review analysis followed the results of Alsharif et al [ 12 , 33 ]. Additionally, the affiliation of each author was checked during content analysis.…”

“…Due to their effectiveness in explaining human behavior, these methods are employed in several research fields. Recently, they have begun to be applied in order to “analyze and understand human behavior related to markets and marketing exchange” [ 11 ] (p. 3803), originating a new research field: neuromarketing [ 12 ]. In this context, neuromarketing is an interdisciplinary domain in which theories and methods from neuroscience and marketing, as well as from related disciplines such as economics, psychology and tourism, are combined in order to understand consumer choices and behavior.…”

Renewable Energy Decision Criteria on Green Consumer Values Comparing Poland and India Aligned with Environment Policy for Sustainable Development

“…This subsection provides the snapshot of the above-discussed results [70]. Solar energy has CRITERIA 4 as the most important and CRITERIA 2 as the least important for both countries, though Poland a higher importance value than India.…”