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Jaime Guixeres, Enrique Bigné, Jose M Ausín Azofra, Mariano Alcañiz Raya, Adrián Colomer Granero, Félix Fuentes Hurtado, Valery Naranjo Ornedo
The purpose of the present study is to investigate whether the effectiveness of a new ad on digital channels (YouTube) can be predicted by using neural networks and neuroscience-based metrics (brain response, heart rate variability and eye tracking). Neurophysiological records from 35 participants were exposed to 8 relevant TV Super Bowl commercials. Correlations between neurophysiological-based metrics, ad recall, ad liking, the ACE metrix score and the number of views on YouTube during a year were investigated...
2017: Frontiers in Psychology
Jesus Minguillon, Miguel Angel Lopez-Gordo, Diego A Renedo-Criado, Maria Jose Sanchez-Carrion, Francisco Pelayo
Several authors have studied the influence of light on both human physiology and emotions. Blue light has been proved to reduce sleepiness by suppression of melatonin secretion and it is also present in many emotion-related studies. Most of these have a common lack of objective methodology since results and conclusions are based on subjective perception of emotions. The aim of this work was the objective assessment of the effect of blue lighting in post-stress relaxation, in comparison with white lighting, by means of bio-signals and standardized procedures...
2017: PloS One
M Tanida, M Okabe, K Tagai, K Sakatani
In order to examine whether near-infrared spectroscopy (NIRS) would be a useful neuromarketing tool, we employed NIRS to evaluate the difference of pleasure-displeasure in women, induced by the use of different types of lipsticks. The subjects used lipsticks A and B; A is softer than B. Concentration changes of oxy-Hb were measured in the bilateral prefrontal cortex (PFC) during use of lipsticks A and B. We evaluated the right and left dominancy of PFC activity by calculating the Laterality Index (LI) (LI = leftΔoxy-Hb - rightΔoxy-Hb); positive LI indicates left-dominant activity while negative LI indicate right-dominant activity...
2017: Advances in Experimental Medicine and Biology
Sven Braeutigam
No abstract text is available yet for this article.
2017: Frontiers in Neuroscience
Regina W Y Wang, Yu-Ching Chang, Shang-Wen Chuang
Neuromarketing has become popular and received a lot of attention. The quality of video commercials and the product information they convey to consumers is a hotly debated topic among advertising agencies and product advertisers. This study explored the impact of advertising narrative and the frequency of branding product exposures on the preference for the commercial and the branding product. We performed electroencephalography (EEG) experiments on 30 subjects while they watched video commercials. The behavioral data indicated that commercials with a structured narrative and containing multiple exposures of the branding products had a positive impact on the preference for the commercial and the branding product...
November 7, 2016: Scientific Reports
Lin Hou Chew, Jason Teo, James Mountstephens
Recognition and identification of aesthetic preference is indispensable in industrial design. Humans tend to pursue products with aesthetic values and make buying decisions based on their aesthetic preferences. The existence of neuromarketing is to understand consumer responses toward marketing stimuli by using imaging techniques and recognition of physiological parameters. Numerous studies have been done to understand the relationship between human, art and aesthetics. In this paper, we present a novel preference-based measurement of user aesthetics using electroencephalogram (EEG) signals for virtual 3D shapes with motion...
April 2016: Cognitive Neurodynamics
S C Wriessnegger, D Hackhofer, G R Muller-Putz
More and more applications for BCI technology emerge that are not restricted to communication or control, like gaming, rehabilitation, Neuro-IS research, neuro-economics or security. In this context a so called passive BCI, a system that derives its outputs from arbitrary brain activity for enriching a human-machine interaction with implicit information on the actual user state will be used. Concretely EEG-based BCI technology enables the use of signals related to attention, intentions and mental state, without relying on indirect measures based on overt behavior or other physiological signals which is an important point e...
2015: Conference Proceedings: Annual International Conference of the IEEE Engineering in Medicine and Biology Society
Yesim Isil Ulman, Tuna Cakar, Gokcen Yildiz
Neuromarketing is a recent interdisciplinary field which crosses traditional boundaries between neuroscience, neuroeconomics and marketing research. Since this nascent field is primarily concerned with improving marketing strategies and promoting sales, there has been an increasing public aversion and protest against it. These protests can be exemplified by the reactions observed lately in Baylor School of Medicine and Emory University in the United States. The most recent attempt to stop ongoing neuromarketing research in France is also remarkable...
October 2015: Science and Engineering Ethics
Giovanni Vecchiato, Anton Giulio Maglione, Patrizia Cherubino, Barbara Wasikowska, Agata Wawrzyniak, Anna Latuszynska, Malgorzata Latuszynska, Kesra Nermend, Ilenia Graziani, Maria Rita Leucci, Arianna Trettel, Fabio Babiloni
Neuromarketing is a multidisciplinary field of research whose aim is to investigate the consumers' reaction to advertisements from a neuroscientific perspective. In particular, the neuroscience field is thought to be able to reveal information about consumer preferences which are unobtainable through conventional methods, including submitting questionnaires to large samples of consumers or performing psychological personal or group interviews. In this scenario, we performed an experiment in order to investigate cognitive and emotional changes of cerebral activity evaluated by neurophysiologic indices during the observation of TV commercials...
2014: Computational and Mathematical Methods in Medicine
Gustavo Saposnik, S Claiborne Johnston
No abstract text is available yet for this article.
July 2014: Stroke; a Journal of Cerebral Circulation
Yuan-Pin Lin, Yi-Hsuan Yang, Tzyy-Ping Jung
Electroencephalography (EEG)-based emotion classification during music listening has gained increasing attention nowadays due to its promise of potential applications such as musical affective brain-computer interface (ABCI), neuromarketing, music therapy, and implicit multimedia tagging and triggering. However, music is an ecologically valid and complex stimulus that conveys certain emotions to listeners through compositions of musical elements. Using solely EEG signals to distinguish emotions remained challenging...
2014: Frontiers in Neuroscience
S Sarrazin, A Fagot-Largeault, M Leboyer, J Houenou
INTRODUCTION: The recent neuroimaging techniques offer the possibility to better understand complex cognitive processes that are involved in mental disorders and thus have become cornerstone tools for research in psychiatry. The performances of functional magnetic resonance imaging are not limited to medical research and are used in non-medical fields. These recent applications represent new challenges for bioethics. OBJECTIVE: In this article we aim at discussing the new ethical issues raised by the applications of the latest neuroimaging technologies to non-medical fields...
April 2015: L'Encéphale
Wanzeng Kong, Xinxin Zhao, Sanqing Hu, Giovanni Vecchiato, Fabio Babiloni
How to evaluate the effect of commercials is significantly important in neuromarketing. In this paper, we proposed an electronic way to evaluate the influence of video commercials on consumers by impression index. The impression index combines both the memorization and attention index during consumers observing video commercials by tracking the EEG activity. It extracts features from scalp EEG to evaluate the effectiveness of video commercials in terms of time-frequency-space domain. And, the general global field power was used as an impression index for evaluation of video commercial scenes as time series...
December 2013: Cognitive Neurodynamics
Andrija Javor, Monika Koller, Nick Lee, Laura Chamberlain, Gerhard Ransmayr
BACKGROUND: 'Neuromarketing' is a term that has often been used in the media in recent years. These public discussions have generally centered around potential ethical aspects and the public fear of negative consequences for society in general, and consumers in particular. However, positive contributions to the scientific discourse from developing a biological model that tries to explain context-situated human behavior such as consumption have often been neglected. We argue for a differentiated terminology, naming commercial applications of neuroscientific methods 'neuromarketing' and scientific ones 'consumer neuroscience'...
2013: BMC Neurology
G Orzan, I A Zara, V L Purcarea
Recent years have seen an "explosion" in the abilities of scientists to use neuroscience in new domains. Unfortunately, it is little known and reported on how advertising companies make more effective pharmaceutical drugs commercials. The purpose of this paper is to analyze how neuromarketing techniques may impact the consumer response to pharmaceutical advertising campaigns. The result shows that using neuromarketing methods a pharmaceutical company can better understand the conscious and unconscious consumer's thoughts and tailor specific marketing messages...
December 15, 2012: Journal of Medicine and Life
Hans-Rudolf Berthoud
The objective of this non-systematic review of the literature is to highlight some of the neural systems and pathways that are affected by the various intake-promoting aspects of the modern food environment and explore potential modes of interaction between core systems such as hypothalamus and brainstem primarily receptive to internal signals of fuel availability and forebrain areas such as the cortex, amygdala and meso-corticolimbic dopamine system, primarily processing external signals. The modern lifestyle with its drastic changes in the way we eat and move puts pressure on the homoeostatic system responsible for the regulation of body weight, which has led to an increase in overweight and obesity...
November 2012: Proceedings of the Nutrition Society
Giovanni Vecchiato, Wanzeng Kong, Anton Giulio Maglione, Daming Wei
Today, there is a greater interest in the marketing world in using neuroimaging tools to evaluate the efficacy of TV commercials. This field of research is known as neuromarketing. In this article, we illustrate some applications of electrical neuroimaging, a discipline that uses electroencephalography (EEG) and intensive signal processing techniques for the evaluation of marketing stimuli. We also show how the proper usage of these methodologies can provide information related to memorization and attention while people are watching marketing-relevant stimuli...
May 2012: IEEE Pulse
Rafal Ohme, Michal Matukin
It is important for the marketing industry to better understand the role of the unconscious and emotions in advertising communication and shopping behavior. Yet, traditional consumer research is not enough for such a purpose. Conventional paper-and-pencil or verbal declarations favor conscious pragmatism and functionality as the principles underlying consumer decisions and motives. These approaches should be combined with an emerging discipline (consumer neuroscience or neuromarketing) to examine the brain and its functioning in the context of consumer choices...
May 2012: IEEE Pulse
Fabio Babiloni
In scientific literature, the most accepted definition of consumer neuroscience or neuromarketing is that it is a field of study concerning the application of neuroscience methods to analyze and understand human behavior related to markets and marketing exchanges. First, it might seem strange that marketers would be interested in using neuroscience to understand consumer's preferences. Yet in practice, the basic goal of marketers is to guide the design and presentation of products in such a way that they are highly compatible with consumer preferences...
May 2012: IEEE Pulse
Giovanni Vecchiato, Laura Astolfi, Fabrizio De Vico Fallani, Jlenia Toppi, Fabio Aloise, Francesco Bez, Daming Wei, Wanzeng Kong, Jounging Dai, Febo Cincotti, Donatella Mattia, Fabio Babiloni
Here we present an overview of some published papers of interest for the marketing research employing electroencephalogram (EEG) and magnetoencephalogram (MEG) methods. The interest for these methodologies relies in their high-temporal resolution as opposed to the investigation of such problem with the functional Magnetic Resonance Imaging (fMRI) methodology, also largely used in the marketing research. In addition, EEG and MEG technologies have greatly improved their spatial resolution in the last decades with the introduction of advanced signal processing methodologies...
2011: Computational Intelligence and Neuroscience
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