Abstract
As ongoing advances in neurophysiological technologies render them easier to use and more cost-effective, their range of application has widened considerably. In the field of neuromarketing, a typical utilization is the recording of brain activity through electroencephalography (EEG) to evaluate the efficiency of a promotion. Here we apply EEG to evaluate a set of TV commercials for the Asahi Shimbun newspaper. Results show a positive correlation between activation in the prefrontal cortex and survey-based evaluation. These results support the use of brain waves methods as a reliable way to supplement traditional, verbal-based methods of promotion evaluation.
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Bertin, M., Tokumi, R., Yasumatsu, K., Kobayashi, M., Inoue, A. (2014). Application of EEG to TV Commercial Evaluation. In: Pham, T.D., Ichikawa, K., Oyama-Higa, M., Coomans, D., Jiang, X. (eds) Biomedical Informatics and Technology. ACBIT 2013. Communications in Computer and Information Science, vol 404. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-54121-6_24
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DOI: https://doi.org/10.1007/978-3-642-54121-6_24
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-54120-9
Online ISBN: 978-3-642-54121-6
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