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

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

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.

• Jezik: Angleški jezik
• Ključne besede: marketing, brands, consumer behaviour
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.01 - Izvirni znanstveni članek
• Organizacija: EF - Ekonomska fakulteta
• Status publikacije: Objavljeno
• Različica publikacije: Recenzirani rokopis
• Leto izida: 2021
• Št. strani: Str. 365-381
• Številčenje: Vol. 61, iss. 4
• PID: 20.500.12556/RUL-134136
• UDK: 339.138
• ISSN pri članku: 0021-8499
• DOI: 10.2501/JAR-2021-014
• COBISS.SI-ID: 78349827
• Datum objave v RUL: 24.12.2021

Gradivo je del revije

• Naslov: Journal of advertising research
• Skrajšan naslov: J. advert. res.
• Založnik: Advertising Research Foundation
• ISSN: 0021-8499
• COBISS.SI-ID: 25703424

Sekundarni jezik

• Jezik: Slovenski jezik
• Ključne besede: trženje, blagovne znamke, vedenje potrošnikov