The abovementioned techniques are drawing growing interest from various companies: proportionally, the rise of neuromarketing companies over the last decade has been impressive 7.
Galvanic skin response graoh skin#
The term "neuromarketing" refers to the application of neurophysiological tools-such as eye tracking, skin conductance, heart rate, EEG, and functional magnetic resonance imaging (fMRI)-to market research design according to the needs of different companies 8, 9. Consumer neuroscience is a field of study that was born as the answer to this need and consists of the application of typical neuroscience methodologies to the investigation of human behavior relating to market and economic exchanges 7. The authors of the abovementioned research have performed a study on pre-market forecasting in the footwear retail industry, determining that self-report-based methods were poorly accurate at foretelling success, while brain data achieved a prediction accuracy of 80%. However, social psychology and market research studies have recognized that self-reports are not reliable at accurately predicting the customers' preferences 6. In fact, so far, the typical methods used to gain insights into the market performance of a new product or service have been based solely on self-reports and focus groups. This investigation still relies on customers' perceptions/evaluations of products and advertising messages, verbally expressed and self-reported, a method that is susceptible to several biases. In this context, on top of the traditional tools used in marketing research 5, it is ever more important to study techniques that are capable of providing additional information on consumer behavior. Furthermore, emotional mechanisms can influence these decisional processes, contributing to the undertaking of a particular action 2, 3, 4. This assumption is further supported by the evidence that many decisions concerning economic issues are not under direct volitional control but rather depend on automatic, rapid, and efficient cognitive processes 1. Finally, the same "effective" campaign showed the highest EI values, possibly because of the empathy induced by the testimonial and the explicitness of the message.Īs David Ogilvy strongly stated, "People don't think what they feel, don't say what they think and don't do what they say." Therefore, it can be inferred that humans are not rational beings. This is probably due to the complexity of the storytelling (spot) and to the immediateness of the image (a lady who underwent a tracheotomy). A spot and an image belonging to the same PSA campaign based on the "fear arousing appeal" and with a narrative/experiential communication style (classified as "effective" on the basis of the economical/health-related improvements promoted) reported the lowest and highest effort values, respectively. In particular, a campaign characterized by a symbolic communication style (classified as "awarded" on the basis of the prizes received by specialized committees) obtained the highest approach values, as estimated by the AW index.
Galvanic skin response graoh series#
The present protocol describes a series of operational and computational steps required to properly estimate, through the aforementioned indices, the emotional and cerebral reaction of a group of subjects towards a selected number of antismoking PSAs. Furthermore, the autonomic Emotional Index (EI) was calculated, as derived from the Galvanic Skin Response (GSR) and Heart Rate (HR) signals. Two EEG indices were employed: the frontal alpha band EEG asymmetry (the Approach Withdrawal (AW) index) and the frontal theta (effort index). The objective of this protocol is to apply electroencephalography (EEG) and autonomic signal analysis to study responses to selected antismoking PSAs. In this context, a particular sector or marketing is represented by public service announcements (PSAs). Neuroscience is increasingly applied to the investigation of the neurophysiological bases of the perception of and reaction to commercial stimuli to support traditional marketing methods. The evaluation of advertising, products, and packaging is traditionally performed through methods based on self-reports and focus groups, but these approaches often appear poorly accurate in scientific terms.
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