55
SPECIAL TOPICS SESSION:
HOW NEUROPHYSIOLOGICAL RESEARCH CONTRIBUTES TO
ADVERTISING RESEARCH
Chair: Rafal Ohme, Polish Academy of Sciences
Session Objectives
• Discussion on the relationship between neuro and conventional approaches in advertising research
• Presentation of current neuro research in the field of advertising
• Discussion on the future of neurotechnologies for advertising research
• Presentation of how technological advancements contribute to the popularization of neuromarketing
research
Summary
Neuroscience is a relatively young discipline which - by examining the brain and its functioning - increases
our understanding of how cognitive processes occur. Applying neuroscience knowledge to the advertising context
may help us to better understand the interplay of attention, emotions, and arousal - constructs of great importance to
advertisers.
It has been widely accepted that patterns of brain activity are closely correlated with behavior and cognition
(Alwitt, 1985). Moreover, Nunez and Srinivasan (2006) posit that electroencephalography (EEG) is a “window of
the mind”, for it registers variations in brain waves produced by cortex. By measuring electrical brain activity in the
frontal and prefrontal regions we can infer about the level of attention and emotions (connected with approach -
avoidance tendencies) generated by each second of the presented stimuli (Davidson, 1979; Gevins, 1979). This
methodology is often used by cognitive neuroscientists, neurologists, psychophysiologists, but recently also by
neuromarketers. It is a noninvasive and relatively inexpensive method for exploring human mind. Both EEG and
fMRI studies show convergent results in determining which regions of the brain are responsible for emotions and
attentional response (Herrington, et al., 2005). However, a great advantage of EEG is its very high time resolution
(Huettel, et.al, 2004). This enables to detect changes in the brain activity, that are connected with rapidly changing
stimuli (such as particular scenes and objects in TV commercials). EEG research on advertising provided empirical
evidence, that some aspects of consumer cognitive and emotional responses to commercial messages (even
unconscious ones) can be successfully monitored in real time and analyzed.
As pointed out by Gerald Zaltman, 95% of human mental activity is subconscious. Therefore, in order to
better explore how consumers think, feel, and act one should reach to the very core of human cognition system i.e.
directly to the brain (Damasio, 2002; Zaltman, 2003). Thus, not surprisingly, new technologies and innovative
instruments may soon advance marketers understanding of what is deeply hidden in the heart and mind of
consumers. In consequence, these new technologies may support marketers’ decision in diverse areas connected
with developing marketing communication - from choosing the best creative solutions to media budget optimization.
We believe neuro measures may serve as a complimentary tool to traditional methods in analyzing the quality of
marketing communication. The neuro approach enables to analyze the ad in time – giving precise information on the
role of each scene and each element, like influence of music, special effects or different creative solutions. We can
conclude on the impact of each of these elements on the overall ad evaluation. In our understanding, neuroanalyses
do not compete with traditional copy testing of TV advertisement, but they enrich them with the missing knowledge
– that is with the analysis of consumers’ unconsciousness – forming a completely new quality on the market of
marketing research.
56
Due to the fact that a great amount of the human motivations are below the surface of consciousness words
are not able to fully represent the mind. Therefore, it may be quite difficult for the consumer to report what attracts
and arouses him, or draws his thoughts. Especially when we are talking about each millisecond of marketing
communicate. Nevertheless, a great number of companies make their marketing decisions basing only on
consumers’ declarations or marketers’ intuition. In this context neuro research can serve as a bridge between what
can be consciously expressed and what is hidden below the conscious thought.
Summarizing the integration of neuro with conventional approach provides marketers with an instrument to
evaluate their TV commercials not only on synthetic, general level, but also on analytic, sequential level. It defines
whether the ad is good or not good, and which elements of the ad (iconic and echoic) are responsible for it.
BRAIN RESPONSES TO MUSIC AND ADVERTISING SOUNDTRACKS
Rafal Ohme, Polish Academy of Sciences
Katarzyna Lopaciuk, Laboratory&Co.
Adrian Pusz, l’ENS Paris, France
ADVANCED ANALYTICAL PERSPECTIVE ON CURRENT
NEUROMARKETING RESEARCH
Gary Singer, Buyology INC.
Duncan Berry, Applied Iconology
BRAIN IMAGING THROUGH STEADY STATE TOPOGRAPHY IN
ADVERTISING RESEARCH
Richard Silberstein, Brain Sciences Institute, Swinburne University of Technology and Neuro-
Insight
NEUROPHYSIOLOGY OF MENTAL RESPONSES TO NEGATIVE
STIMULI IN ADVERTISING
Anna Choromanska, LABoratory &Co.
Dorota Reykowska, LABoratory &Co.
Dawid Wiener, University of Poznan
References
1. Alwitt, L. F. (1985). EEG Activity Reflects the Content of Commercials. In Alwitt, L. F & Mitchell, A. A
(Eds.). Psychological Processes and Advertising Effects: Theory, Research, and Applications. (pp. 209-
219). Hillsdale, NJ: Lawrence Erlbaum.
2. Damasio, A.R. (2002). How the Brain Creates the Mind. Scientific American, 12, 1.
57
3. Davidson , R. J., Schwartz, G.E., Saron, C., Bennett , J., & Goleman , D.J. (1979), Frontal versus parietal
EEG asymmetry during positive and negative affect. Psychophysiology, 16, 202– 203.
4. Gevins, A., Zeitlin, G. M., Doyle, J. C., Yingling, C. D., Schaffer, R. E., Callaway, E., et al. (1979).
Electroencephalogram correlates of higher cortical functions. Science, 203, 665–668.
5. Herrington, J.D., Mohanty, A., Koven, N.S., Fisher, J.E., Stewart, J.L., Banich, M.T., Webb, A.G., Miller,
G.A., Heller, W. (2005). Emotion-modulated performance and activity in left dorsolateral prefrontal cortex.
Emotion. 5(2):200-7
6. Huettel, S.A., Song, A.W., McCarthy, G. (2004), Functional Magnetic Resonance Imaging. MA: Sinauer
Associates.
7. Nunez, P.L., Srinivasan, R. (2006). Electric fields of the brain. The Neurophysics of EEG. Oxford
University Press.
8. Zaltman, G. (2003), How Customer Think. Essential Insight into the Mind of the Market. Harvard: Harvard
Business School Press.
SPECIAL TOPICS SESSION:
HOW NEUROPHYSIOLOGICAL RESEARCH CONTRIBUTES TO
ADVERTISING RESEARCH
Chair: Rafal Ohme, Polish Academy of Sciences
Session Objectives
• Discussion on the relationship between neuro and conventional approaches in advertising research
• Presentation of current neuro research in the field of advertising
• Discussion on the future of neurotechnologies for advertising research
• Presentation of how technological advancements contribute to the popularization of neuromarketing
research
Summary
Neuroscience is a relatively young discipline which - by examining the brain and its functioning - increases
our understanding of how cognitive processes occur. Applying neuroscience knowledge to the advertising context
may help us to better understand the interplay of attention, emotions, and arousal - constructs of great importance to
advertisers.
It has been widely accepted that patterns of brain activity are closely correlated with behavior and cognition
(Alwitt, 1985). Moreover, Nunez and Srinivasan (2006) posit that electroencephalography (EEG) is a “window of
the mind”, for it registers variations in brain waves produced by cortex. By measuring electrical brain activity in the
frontal and prefrontal regions we can infer about the level of attention and emotions (connected with approach -
avoidance tendencies) generated by each second of the presented stimuli (Davidson, 1979; Gevins, 1979). This
methodology is often used by cognitive neuroscientists, neurologists, psychophysiologists, but recently also by
neuromarketers. It is a noninvasive and relatively inexpensive method for exploring human mind. Both EEG and
fMRI studies show convergent results in determining which regions of the brain are responsible for emotions and
attentional response (Herrington, et al., 2005). However, a great advantage of EEG is its very high time resolution
(Huettel, et.al, 2004). This enables to detect changes in the brain activity, that are connected with rapidly changing
stimuli (such as particular scenes and objects in TV commercials). EEG research on advertising provided empirical
evidence, that some aspects of consumer cognitive and emotional responses to commercial messages (even
unconscious ones) can be successfully monitored in real time and analyzed.
As pointed out by Gerald Zaltman, 95% of human mental activity is subconscious. Therefore, in order to
better explore how consumers think, feel, and act one should reach to the very core of human cognition system i.e.
directly to the brain (Damasio, 2002; Zaltman, 2003). Thus, not surprisingly, new technologies and innovative
instruments may soon advance marketers understanding of what is deeply hidden in the heart and mind of
consumers. In consequence, these new technologies may support marketers’ decision in diverse areas connected
with developing marketing communication - from choosing the best creative solutions to media budget optimization.
We believe neuro measures may serve as a complimentary tool to traditional methods in analyzing the quality of
marketing communication. The neuro approach enables to analyze the ad in time – giving precise information on the
role of each scene and each element, like influence of music, special effects or different creative solutions. We can
conclude on the impact of each of these elements on the overall ad evaluation. In our understanding, neuroanalyses
do not compete with traditional copy testing of TV advertisement, but they enrich them with the missing knowledge
– that is with the analysis of consumers’ unconsciousness – forming a completely new quality on the market of
marketing research.
56
Due to the fact that a great amount of the human motivations are below the surface of consciousness words
are not able to fully represent the mind. Therefore, it may be quite difficult for the consumer to report what attracts
and arouses him, or draws his thoughts. Especially when we are talking about each millisecond of marketing
communicate. Nevertheless, a great number of companies make their marketing decisions basing only on
consumers’ declarations or marketers’ intuition. In this context neuro research can serve as a bridge between what
can be consciously expressed and what is hidden below the conscious thought.
Summarizing the integration of neuro with conventional approach provides marketers with an instrument to
evaluate their TV commercials not only on synthetic, general level, but also on analytic, sequential level. It defines
whether the ad is good or not good, and which elements of the ad (iconic and echoic) are responsible for it.
BRAIN RESPONSES TO MUSIC AND ADVERTISING SOUNDTRACKS
Rafal Ohme, Polish Academy of Sciences
Katarzyna Lopaciuk, Laboratory&Co.
Adrian Pusz, l’ENS Paris, France
ADVANCED ANALYTICAL PERSPECTIVE ON CURRENT
NEUROMARKETING RESEARCH
Gary Singer, Buyology INC.
Duncan Berry, Applied Iconology
BRAIN IMAGING THROUGH STEADY STATE TOPOGRAPHY IN
ADVERTISING RESEARCH
Richard Silberstein, Brain Sciences Institute, Swinburne University of Technology and Neuro-
Insight
NEUROPHYSIOLOGY OF MENTAL RESPONSES TO NEGATIVE
STIMULI IN ADVERTISING
Anna Choromanska, LABoratory &Co.
Dorota Reykowska, LABoratory &Co.
Dawid Wiener, University of Poznan
References
1. Alwitt, L. F. (1985). EEG Activity Reflects the Content of Commercials. In Alwitt, L. F & Mitchell, A. A
(Eds.). Psychological Processes and Advertising Effects: Theory, Research, and Applications. (pp. 209-
219). Hillsdale, NJ: Lawrence Erlbaum.
2. Damasio, A.R. (2002). How the Brain Creates the Mind. Scientific American, 12, 1.
57
3. Davidson , R. J., Schwartz, G.E., Saron, C., Bennett , J., & Goleman , D.J. (1979), Frontal versus parietal
EEG asymmetry during positive and negative affect. Psychophysiology, 16, 202– 203.
4. Gevins, A., Zeitlin, G. M., Doyle, J. C., Yingling, C. D., Schaffer, R. E., Callaway, E., et al. (1979).
Electroencephalogram correlates of higher cortical functions. Science, 203, 665–668.
5. Herrington, J.D., Mohanty, A., Koven, N.S., Fisher, J.E., Stewart, J.L., Banich, M.T., Webb, A.G., Miller,
G.A., Heller, W. (2005). Emotion-modulated performance and activity in left dorsolateral prefrontal cortex.
Emotion. 5(2):200-7
6. Huettel, S.A., Song, A.W., McCarthy, G. (2004), Functional Magnetic Resonance Imaging. MA: Sinauer
Associates.
7. Nunez, P.L., Srinivasan, R. (2006). Electric fields of the brain. The Neurophysics of EEG. Oxford
University Press.
8. Zaltman, G. (2003), How Customer Think. Essential Insight into the Mind of the Market. Harvard: Harvard
Business School Press.
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