How moment-to-moment EEG measures enhance ad effectiveness evaluation: Peak emotions during branding moments as key indicators

Existing literature compares neuromarketing and traditional methods, making the questionable assumption that these are monolithic measurement alternatives all serving the same, predictive purpose.
Kolar et al

MANAGEMENT SLANT

  • EEG is a time-sensitive, portable, and cost-efficient methodology that enables the construction of additional advertising indicators beyond those currently used for advertising testing.
  • EEG provides specific measures of unconscious appraisal emotions and visual attention, which survey-measured constructs are unable to capture.
  • The aggregate approach, which provides averaged advertising indicators across whole advertising duration, misses decisive branding moments and cannot utilize the true potential of EEG.
  • Established associations among EEG indicators provide new insights into unconscious emotional responses to advertisements, which counter straightforward attention-interest-desire-action (AIDA) logic.
  • EEG exhibits...

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