Investigating the Relationship Between Memorable TV Advertisement and Consumers’ Audiovisual Emotions Using Neuromarketing Approach

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Industrial Management, Rasht Branch, Islamic Azad University, Rasht, Iran,

2 Assistant Professor of Industrial Management, Faculty of Management and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran

3 MA of Business Administration, Faculty of Management and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran

10.22034/cbsj.2023.62782

Abstract

In this study, the relationship between memorable TV advertisement and consumers’ audiovisual emotions has been investigated using neuromarketing approach. Considering research objective, it’s an applied study and regarding method it’s an experimental study. The statistical population of the study includes audience of TV commercials and the statistical sample includes 4 male and 5 female in the range of 22 to 55 years old which selected using purposive sampling method. In data gathering phase, customers’ brain reactions were recorded using electroencephalogram applying OpenBCI processing software with a sampling rate of 512, in the range of 7-13 HZ and 30 frames per second using FP1. After elimination of the artifacts and calculation of the data average of these in the Excel software, TV commercials were divided into three selected and normal messages. Analyzing the research data using SPSS software indicated that, there is a significant correlation between the emotions and feelings while watching the selected commercial and the remembered words, sounds and images. Furthermore, there isn’t any significant relation between the emotions and feelings while watching the lower rank commercial and the remembered words, sounds and images.

Keywords

Main Subjects



Ariely, D., Berns, G.S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature 
Reviews Neuroscience, 11, 284-292.
Astolfi, L., Fallani, F.D.V. Cincotti, F. Mattia, D. Bianchi, L., Marciani, M.G. Salinari, S. Gaudiano, I. 
Scarano, G. Soranzo, R. Babiloni, F. (2008). Brain activity during the memorization of visual scenes 
from TV commercials: an application of high-resolution EEG and steady state somatosensory, 
Journal of Physiology, 16, 6, 522-530.
 Balasubramanian, V., Jagannath, M., Adalarasu, K. (2013). EEG-based evaluation of viewer’s response 
towards TV commercials. International Journal of Industrial and Systems Engineering, 13(4), 480-
495.
Bell, L., Vogt, J., Willemse, C., Routledge, T., Butler, L.T., Sakaki, M. (2018). Beyond selfreport: a review 
of physiological and neuroscientific methods to investigate consumer behavior. Frontiers in 
Psychology, 9, 1655.
Berčík, J., Horská, E., Wang, R.W., Chen, Y.C. (2016). The impact of parameters of store illumination on 
food shopper response. Appetite, 106, 101-109.
Camerer, C. Yoon, C. (2015). Introduction to the journal of marketing research special issue onN 
euroscience and marketing. Journal of Marketing Research, 52 (4), 423–426.
Cartocci, G., Cherubino, P., Rossi, D., Modica, E., Giulio Maglione, A., di Flumeri, D., and Babiloni, F. 
(2016). Gender and Age-Related Effects while Watching TV Advertisements: An EEG Study. 
Computational Intelligence and Neuroscience, 5, 1-10.
Casado-Aranda, L. A., Dimoka, A., Sánchez-Fernández, J. (2019). Consumer Processing of Online Trust 
Signals: A Neuroimaging Study. Journal of Interactive Marketing, 47, 159–180. 
Colomer, V. Naranjo, J. Guixeres, J.M. Ausin, and M. Alcaniz (2014). Biosignal analysis for advertisement 
evaluation. XXIX Simposium Nacional de la Union Cientifica International de Radio.
Couwenberg, L. E., Boksem, M. A. S., Dietvorst, R. C., Worm, L., Verbeke, W. J. M. I., & Smidts, A. 
(2017). Neural responses to functional and experiential ad appeals: Explaining ad effectiveness. 
International Journal of Research in Marketing, 34(2), 355–366.
Darabi, M., Azizian Kohan, N., Moharamzadeh, M., (2020). A Study of BrainWave Processing to Evaluate 
the Effectiveness of Nike Brand Advertising on Athletes' Decision to Buy. Consumer Behavior 
Studies Journal, 6(2), 112-133. (In Persian)
Daugherty, T., Hoffman, E., Kennedy, K. (2016). Research in reverse: Ad testing using an inductive 
consumer neuroscience approach. Journal of Business Research, 69(8) 3168-3176. 
Dehghanpouri, H., Abdavi, F., Eskandarnegad, M. (2016). A Study of the Effect of Sports Brand 
Advertising on Customers' Electroencephalographic Changes in Neuromarketing. Journal of Sport 
Management, 8 (5), 389-405. (In Persian)
Esfidani, M., Hassangholipour Yasouri, T., Barmar, N. (2022). The Effect of Humor Types on the 
Advertising Virality: Humor Style and Social Ties of Consumers in Social Networks. Consumer 
Behavior Studies Journal, 9 (3), 1-18. (In Persian)
Fadaei Eshkiki, M., Homayounfar, M., Saber Samiei, D., Balgouri, F. (1400). Fatemeh Balgouri Analysis 
of Brain Response to Local Tea Brands- Neuro-Marketing Approach. Journal of Brand Management, 
8 (1), 189-232. (In Persian)
Gonzalez-Morales, A. (2020). Right evaluation of marketing stimuli with neuroscience. An 
electroencephalography experiments. Computers in Human Behavior Reports, 2, 100030.
Gountas, J., Gountas, S., Ciorciari, Sharma, P. (2019). Looking beyond traditional measures of advertising 
impact: Using neuroscientific methods to evaluate social marketing messages. Journal of Business 
Research, 105, 121–135.
Hamelin, N., El Moujahid, O., Thaichon, P. (2017). Emotion and advertising effectiveness: A novel facial 
expression analysis approach. Journal of Retailing and Consumer Services, 36, 103–111.
Harris, J.M., Ciorciari, J. Gountas, J. (2019). Consumer Neuroscience and Digital/Social Media 
Health/Social Cause Advertisement Effectiveness, Behavioural Sciences, 9 (4), 42-66.
Keimasi, M., Khoshnevis, M. (2021). Analyzing Customers' Behaviors with Approach of Measuring Visual 
Attention of Users to Websites Banner Advertising. Consumer Behavior Studies Journal, 8 (1), 22-
37. (In Persian)
Khushaba, R.N., Wise, C., Kodagoda, S., Louviere, G., Kahn, B.E., Townsend, C. (2013). Consumer 
neuroscience: assessing the brain response to marketing stimuli using electroencephalogram (EEG) 
and eye tracking. Expert Systems with Applications, 40 (9), 3803–3812.
Kuhn, S., Gallinat, J. (2013). Does Taste Matter? How Anticipation of Cola Brands Influences Gustatory 
Processing in the Brain. Plos One, 8(4), 561-569.
Lim, W. M. (2018). Demystifying neuromarketing. Journal of Business Research, 91, 205–220. 
Myers, S.D., Deitz, G.D., Huhmann, B.A., Jha, S., Tatara, J.H. (2020). An eye-tracking study of attention 
to brand-identifying content and recall of taboo advertising. Journal of Business Research, 111, 176-
186.
مطالعات رفتار مصرفکننده دوره دهم، شماره سوم، 1402 141
Nomura, T., Mitsukura, Y. (2015). EEG-Based Detection of TV Commercials Effects. 19th International 
Conference on Knowledge Based and Intelligent Information and Engineering Systems. Procedia 
Computer Science, 60, 131-140.
Ohme, R., Reykowska, D., Wiener, D., Choromanska, A. (2010). Application of frontal EEG asymmetry 
to advertising research. Journal of Economic Psychology, 31, 785–793.
Shahnavazi, A., Homayounfar, M., Fadaei, M., Shabani, S. (2021). The Effect of Light on Reaction of Food 
Customers Based on Neuromarketing. Consumer Behavior Studies, 8 (1), 1-21. (In Persian)
Simmonds, L., Bellman, S., Kennedy, Rachel., Nenycz-Thiel, M., Bogomolova, S. (2021). Moderating 
effects of prior brand usage on visual attention to video advertising and recall: An eye-tracking 
investigation. Journal of Business Research, 137 (C) 241-248.
Stasi, A., Songa, G., Mauri, A., Ciceri, A., Diotallevi, F., Nardone, G., Russo, V. (2018). Neuromarketing 
empirical approaches and food choice: A systematic review. Food Research International, 108, 650-
664.
Touhami, Z.O., Benlafkih, L., Jiddane, M., Cherrah, Y., Malki, H.L., Benomar, A. (2011). Neuromarketing: 
Where marketing and neuroscience meet. African Journal of Business Management, 5(5), 1528-32.
Vecchiato, G., Astolfi, L., De Vico Fallani, F., Toppi, J., Aloise, F., Bez, F., Wei, D., Kong, W., Dai, J., 
Cincotti, F., Mattia, D., & Babiloni, F. (2011). On the use of EEG or MEG brain imaging tools in 
neuromarketing research. Computational intelligence and neuroscience, 643489. 
https://doi.org/10.1155/2011/643489
Wang, C.C., Hung, J.C., (2019). Comparative Analysis of Advertising Attention to Facebook Social 
Network: Evidence from Eye-Movement Data. Computers in Human Behavior, 100, 192-208.
Wang, L. (2019). Test and evaluation of advertising effect based on EEG and eye tracker, Transl. Neurosci. 
10, 14–18.
Wang, J., Xu, W. (2016). Research of Video Advertisements Effect based on EEG. 13th International 
Conference on Service Systems and Service Management (ICSSSM), Kunming.
Yücel, A., Orhan, E., Yücel, N., Yılmaz, A.S., Şimşek, A.İ., Cub, F. (2015). Coffee Tasting Experiment 
from the Neuromarketing Perspective. The WEI International Academic Conference, Harvard, USA.
Yang, T., Lee, D.Y., Kwak, Y., Choi, J., Kim C., Kim, S.P. (2015). Valuation of TV commercials using 
neurophysiological responses. Journal of Physiological Anthropology, 34(1), 1-19.
Yen, C., Chiang, M.C. (2021). Examining the effect of online advertisement cues on human responses using 
eye-tracking, EEG, and MRI. Behavioural Brain Research, 402, 113-128.
Yılmaz, B., Korkmaz, S., Arslan, D.B., Güngör, E., Asyali, M.H. (2014). Like/ dislike analysis using EEG: 
Determination ofmost discriminative channels and frequencies. Computer Methods and Programs in 
Biomedicine, 113, 705-713