Dissonance of Selected Neuroscience Techniques at Detection of Emotions in Advertising Spots

To chci

In addition to advanced brain imaging techniques and growing interest in the study of consumer reactions with influence of marketing stimuli a new interdisciplinary study has developed on a borderland of neuroscience, economic and psychological studies - neuromarketing. Despite a certain form of insecurity whether the brain imaging technologies provide useful information for control of marketing, more and more marketers identify with their application in conventional market research. The main aim of this contribution is to clarify the influence of a selected advertising spot on the final emotional state of consumers by researching a brain activity of respondents and activity of somatic nervous system, specifically the face expressions. Cortical brain activity was detected by 16channel wireless electroencephalograph by Epoc and changes of mimic muscles were monitored by a biometric device the Facereader by Noldus. The subject of the research is the dissonance of the selected neuroscience techniques with influence of chosen advertising emotional appeals like fear, disgust and sadness. In the end of our contribution, the way of using the neuroscience technology and psychology for detection of consumer emotional involvement of consumers is explained. … celý popis

Podrobná bibliografie

Hlavní autor

Katarína Neomániová

Další autoři

Jakub Berčík
Elena Horská, 1969-

Typ dokumentu

Články

Fyzický popis

9 ilustrací

Publikováno v

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis. -- ISSN 1211-8516. -- Roč. 66, č. 4 (2018), s. 969-977

Témata

CONSUMER BEHAVIOUR

MARKETING

INTERDISCIPLINARY RESEARCH

SALES PROMOTION

MARKETING TECHNIQUES

ADVERTISING

NERVOUS SYSTEM

BRAIN

STIMULI

Psychology

NEUROPHYSIOLOGY

BIOMETRY

IMAGERY

IMAGE ANALYSIS

neuromarketing

emoce

mimické svaly

chování spotřebitelů

marketing

interdisciplinární výzkum

podpora prodeje

metody marketingu

reklama

nervový systém

mozek

stimuly

psychologie

neurofyziologie

biometrika

zobrazování

analýza zobrazení

Popis jednotky

1 fotografie, 3 grafy, 2 obrázky, 3 tabulky

Bibliografie

Seznam literatury na s. 976-977,