How Moment-to-Moment EEG Measures Enhance Ad Effectiveness Evaluation

Abstract

Existing literature compares neuromarketing and traditional methods which make the questionable assumption that these are monolithic measurement alternatives all serving the same, predictive purpose. This study challenges and empirically verifies this notion by relying on a neuroscientific perspective and a robust empirical study to examine the correspondence of expanded sets of diverse EEG and survey ad indicators. The key findings are that EEG and survey indicators measure different kinds of emotions (and attention) and that the newly developed, momentary EEG indicators are superior to the conventional, aggregated ones. The findings suggest that moment-to-moment EEG ad indicators like peak emotions during branding moments distinctively enhance ad effectiveness evaluation and enhancement. MANAGEMENT SLANT EEG is a time-sensitive, portable, and cost-efficient methodology that enables the construction of additional ad indicators beyond those currently used for advertising testing. EEG provides specific measures of unconscious appraisal emotions and visual attention, which survey-measured constructs are unable to capture. The aggregate approach, which provides averaged advertising indicators across whole advertising duration, misses decisive 'branding moments', and cannot utilize the true potential of EEG. Established associations among EEG indicators provide new insights into unconscious emotional responses to advertisements, which counter straightforward attention-interestdesire-action AIDA logic. EEG exhibits great potential for advertising pretesting in terms of additional communication goals and distinct effectiveness criteria -beyond the constraints inherent to survey indicators.

A Survey on EEG-Based Solutions for Emotion Recognition With a Low Number of Channels

“…Therefore, the increasing wearability of the prototyped solutions allows the use of BCI for the recognition of emotions in several sectors. In non-clinical applications, EEG is widely used in neuromarketing to evaluate the customer reactions to products or services [7]- [9]. In this sector, different kinds of commercial EEG devices have been employed in previous studies.…”

Self-reported and electroencephalogram responses to evaluate sponsorship congruence efficacy.

“…This could help companies make more informed decisions about their sponsorship strategies, more effectively aligning brands with sponsored events or personalities. Neurophysiological consumer response measurement techniques have been applied more frequently in the measurement of advertising effects (e.g., Kolar et al, 2021; Ohme et al, 2010; Wajid et al, 2021), but very rarely in the study of sport sponsorship. There is a lack of understanding about how congruence between a brand and a sponsor affects brain responses as measured by EEG.…”