The added value of the electrical neuroimaging for the evaluation of marketing stimuli

Vecchiato, Giovanni; Toppi, Jlenia; Astolfi, Laura; Cincotti, Febo; Fallani, F. De Vico; Maglione, Anton Giulio; Borghini, Gianluca; Cherubino, Patrizia; Mattia, Donatella; Babiloni, Fabio

doi:10.2478/v10175-012-0053-2

Cited by 9 publications

(5 citation statements)

References 27 publications

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“…These variables are constructed by affect circumplex where HR is on horizontal axis and the GSR on vertical axis coordinated together and correlated with valence and arousal. Though for mono dimensional variable emotional state of the subject is assed using the formula of emotional index (3) (Vecchiato et al, 2012):…”

Section: Study Of Emotions -Emotional Indexmentioning

confidence: 99%

The Cognitive Neuroscience Methods in the Analysis of the Impact of Advertisements in Shaping People's Health Habits*

Piwowarski¹,

Singh²,

Nermend³

2019

ERSJ

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Purpose: The aim of the article is to present the use of selected techniques of cognitive neuroscience (EEG, GSR, HR) to study the effectiveness of social advertising in the context of promoting a healthy lifestyle. The respondents' reactions (emotions, remembering, interest) to individual fragments of the advertisement will be analyzed. The results of neural and psychophysiological measurements will be compared with the survey participants' answers provided in the survey (after the study with EEG, GSR, etc.). Design/Methodology/Approach: The cognitive neuroscience methods, allow building knowledge about human and its behavior at the level of internal psychophysiological and cognitive processes before they are integrated and verbalized in the form of an opinion or judgment on a given topic. Findings: The developments of cognitive neuroscience technique have made this discipline applicable to more and more new areas of research. These possibilities are mainly the outcome of the development in techniques for measuring brain activity and their combinations with other technologies, eg biometric measurements. They allow to correlate various mental functions with physiological sensations. Practical implications: One of the applications is to study the impact of social healthpromoting advertisements (healthy lifestyle, vaccinations, etc.) on recipients. A wellconducted social campaign with the proper design of an information message (advertisement) can directly transform it into shaping healthy life habits among people. Originality/Value: The research will allow the verification of the idea proposed by the researcher to promote healthy life habits among people.

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Section: Study Of Emotions -Emotional Indexmentioning

confidence: 99%

The Cognitive Neuroscience Methods in the Analysis of the Impact of Advertisements in Shaping People's Health Habits*

Piwowarski¹,

Singh²,

Nermend³

2019

ERSJ

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“…Automated affective state recognition has gained increased interest lately, particularly in clinical [1], human-computer interaction (HCI) [2], and multimedia/advertising qualityof-experience perception [3], [4] applications. To this end, both wearable sensors (e.g., galvanic skin response, heart and breathing rates) and neuroimaging (e.g., electroencephalography, EEG and near-infrared spectroscopy, NIRS) devices have been explored, with EEG emerging as one of the most prominent modalities [5].…”

Section: Introductionmentioning

confidence: 99%

“…The basic premise behind this socalled 'affective computing' field is to provide humans and machines with emotional intelligence that would otherwise not be available. In the former scenario, it can provide relatives and/or caregivers of e.g., children with autism spectrum disorders or individuals with emotional and behavioural disorders cues about their emotional states, or vice-versa, as well as multimedia services providers and ad agencies of the emotional impact of their delivered content [4]. In the latter setting, it can provide machines with cues that will allow them to be perceived as more social, thus potentially improving their popularity.…”

Section: Introductionmentioning

confidence: 99%

Mutual information between inter-hemispheric EEG spectro-temporal patterns: A new feature for automated affect recognition

Clerico

Gupta

Falk

2015

2015 7th International IEEE/EMBS Conference on Neural Engineering (NER)

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Automated electroencephalography (EEG) based affect recognition has gained a lot of interest recently, with clinical (e.g., in autism), human-computer interaction (e.g., affective brain-computer interfaces), neuromarketing, and even multimedia (e.g., affective video tagging) applications. Typically, conventional EEG features such as spectral power, coherence, and frontal asymmetry have been used to characterize affective states. Recently, cross-frequency coupling measures have also been explored. In this paper, we propose a new feature set that combines some of these aforementioned paradigms. First, the full-band EEG signal is decomposed into four subband signals, namely theta, alpha, beta, and gamma. The amplitude modulation (or envelope) of these signals is then computed via a Hilbert transform. These amplitude modulations are further decomposed into 10 cross-frequency coupling patterns (e.g., gamma-beta coupling pattern). The mutual information between each of these ten patterns is then calculated for all interhemispheric EEG electrode pairs. To gauge the effectiveness of the newly-proposed feature set, the so-called DEAP database was used. Experimental results show the proposed feature set outperforming conventional ones for estimation of arousal, valence, dominance, and liking affective dimensions. Gains of up to 20% could be achieved when the proposed features were fused with spectral power and asymmetry index features, thus suggesting complementarity between spectral and spectrotemporal features for automated affective state recognition.

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“…Consumer neuroscience research analyses how consumers experience, process and assess advertisements (Astolfi et al, 2008 ; Ohme et al, 2010 ; Treleaven-Hassard et al, 2010 ; Morillo et al, 2015 ; Soria Morillo et al, 2016 ; Cha et al, 2019 ; Golnar-Nik et al, 2019 ; Kaklauskas et al, 2019 ; Kumar et al, 2019 ; Mahamad et al, 2019 ; Shaari et al, 2019 ). Studies focus on all types of advertising, i.e., brochure, billboard advertising, endorsements by spokespersons, movie trailers, television advertisement, social advertisement, Youtube videos and websites (Ohme and Matukin, 2012 ; Vecchiato et al, 2012a , b ; Randolph and Pierquet, 2015 ; Hamelin et al, 2017 ; Jin et al, 2017 ; Missaglia et al, 2017 ; Kong et al, 2019 ).…”

Section: Main Applications In Marketingmentioning

confidence: 99%

Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research

et al. 2020

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The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experience, pricing, product development and product experience. Finally, we identify two ready-to-use platforms, namely iMotions and GRAIL that can help in integrating the measurements of different consumer neuroscience tools simultaneously. Measuring brain activity and physiological responses on a common platform could help by (1) reducing time and costs for experiments and (2) linking cognitive and emotional aspects with neuronal processes. Overall, this article provides relevant input in setting directions for future research and for business applications in consumer neuroscience. We hope that this study will provide help to researchers and practitioners in identifying available, non-invasive and useful tools to study consumer behavior.

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The added value of the electrical neuroimaging for the evaluation of marketing stimuli

Cited by 9 publications

References 27 publications

The Cognitive Neuroscience Methods in the Analysis of the Impact of Advertisements in Shaping People's Health Habits*

The Cognitive Neuroscience Methods in the Analysis of the Impact of Advertisements in Shaping People's Health Habits*

Mutual information between inter-hemispheric EEG spectro-temporal patterns: A new feature for automated affect recognition

Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research

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