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


  • 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.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands