How moment-to-moment EEG measures enhance ad effectiveness evaluation : peak emotions during branding moments as key indicators

Kolar, Tomaž (author), Batagelj, Zenel (author), Omeragić, Ismir (author), Husić-Mehmedović, Melika (author)

Existing literature compares neuromarketing and traditional methods, making the questionable assumption that these are monolithic measurement alternatives all serving the same, predictive purpose. This study examines and empirically challenges this notion by relying on a neuroscientific perspective and a robust empirical study to examine the correspondence of expanded sets of diverse electroencephalogram (EEG) and survey advertising 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 advertising indicators, such as peak emotions during branding moments, distinctively enhance advertising effectiveness evaluation and enhancement.

• Language: English
• Keywords: marketing, brands, consumer behaviour
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: EF - School of Economics and Business
• Publication status: Published
• Publication version: Author Accepted Manuscript
• Year: 2021
• Number of pages: Str. 365-381
• Numbering: Vol. 61, iss. 4
• PID: 20.500.12556/RUL-134136
• UDC: 339.138
• ISSN on article: 0021-8499
• DOI: 10.2501/JAR-2021-014
• COBISS.SI-ID: 78349827
• Publication date in RUL: 24.12.2021

Record is a part of a journal

• Title: Journal of advertising research
• Shortened title: J. advert. res.
• Publisher: Advertising Research Foundation
• ISSN: 0021-8499
• COBISS.SI-ID: 25703424

Secondary language

• Language: Slovenian
• Keywords: trženje, blagovne znamke, vedenje potrošnikov