Skip to main content
SpringerLink
Log in

Validation of EEG as an Advertising Research Method: Relation Between EEG Reaction Toward Advertising and Attitude Toward Advertised Issue (Related to Political and Ideological Beliefs)

  • Conference paper
  • First Online:
Neuroeconomic and Behavioral Aspects of Decision Making

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

In these last decades consumer neuroscience has developed very rapidly, both as an academic field and as a marketing research practice. In this chapter we discuss different tools and measurements used by consumer neuroscience. Moreover we discuss both the potential and the limitations of different tools and methods coming from neuroscience and the difference in their application to scientific consumer research and applied consumer research—marketing research. As we have identified there is a lack of neuroscience research on social campaigns, toward the end we present examples of using EEG (Frontal Asymmetry Index) to understand our reaction toward advertised objects, in relation to an individuals’ political and ideological beliefs. In study 1 (n = 33), conducted prior to the presidential election in Poland, we tested EEG reaction toward the two candidates running for president representing the right wing and the left. The Frontal Asymmetry Index was analyzed in relation to respondents’ political attitudes: conservatism vs. liberalism. In the second study (n = 33) we tested brain reaction (EEG) to two social advertisements referring to homosexuality. This was also analyzed in relation to attitudes toward homosexuality. Both studies showed a correlation between the Frontal Asymmetry Index and attitudes: analyzed brain waves when presented with stimuli (pictures and ads) reflected attitudes shown toward the studied object. For both studies we used the EEG tool Emotiv.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 169.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 219.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 219.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Badcock N, Mousikou P, Mahajan Y et al (2013) Validation of the Emotiv EPOC®EEG gaming system for measuring research quality auditory ERPs. PeerJ 1:e38

    Article  Google Scholar 

  • Bagozzi R, Gopinath M, Nyer P (1999) The role of emotions in marketing. J Acad Market Sci 27:184–206

    Article  Google Scholar 

  • Bargh J, Chartrand T (1999) The unbearable automaticity of being. Am Psychol 54:462–479

    Article  Google Scholar 

  • Borawska A (2016) Neuroscience techniques in economic experiments. In: Nermend K, Łatuszyńska M (eds) Selected issues in experimental economics, Springer proceedings in business and economics. Springer, Cham

    Google Scholar 

  • Bourdaud N, Chavarriaga R, Galan F, Millan Jdel R (2008) Characterizing the EEG correlates of exploratory behavior. IEEE Trans Neural Syst Rehabil Eng 16:549–556

    Article  Google Scholar 

  • Cacioppo J, Tassinary L (1990) Inferring psychological significance from physiological signals. Am Psychol 45:16–28

    Article  Google Scholar 

  • Camerer C, Loewenstein G, Prelec D (2005) Neuroeconomics: how neuroscience can inform economics. J Econ Lit 43:9–64

    Article  Google Scholar 

  • Chib V, Rangel A, Shimojo S, O'Doherty J (2009) Evidence for a common representation of decision values for dissimilar goods in human ventromedial prefrontal cortex. J Neurosci 9:12315–12320

    Article  Google Scholar 

  • Cohen JB, Areni SA (1991) Affect and consumer behavior. In: Robertson TS, Kaasarijan HH (eds) Handbook of consumer behavior. Prentice Hall, Engelwood Clifs

    Google Scholar 

  • Cook WA, Kover AJ (1997) Research and the meaning of advertising effectiveness. In: Wells WD (ed) Measuring advertising effectiveness. Lawrence Erlbaum Associates, Mahwah, pp 13–20

    Google Scholar 

  • Couwenberg L, Boksem M, Dietvorst R et al (2016) Neural responses to functional and experiential ad appeals: explaining ad effectiveness. Int J Res Mark. doi:10.1016/j.ijresmar.2016.10.005

  • Daugherty T, Hoffman E, Kennedy K (2016) Research in reverse: ad testing using an inductive consumer neuroscience approach. J Bus Res 69:3168–3176

    Article  Google Scholar 

  • Delorme A, Makeig S (2004) EEGLAB: an open source toolbox for analysis of single-trial EEG dynamics including independent component analysis. J Neurosci Methods 134:9–21

    Article  Google Scholar 

  • Dijksterhuis A (2004) Think different: the merits of unconscious thought in preference development and decision making. J Pers Soc Psychol 87:586–598

    Article  Google Scholar 

  • Fisher C, Chin L, Klitzman R (2010) Defining neuromarketing: practices and professional challenges. Harv Rev Psychiatry 18:230–237

    Article  Google Scholar 

  • FitzGerald T, Seymour B, Dolan R (2009) The role of human orbitofrontal cortex in value comparison for incommensurable objects. J Neurosci 29:8388–8395

    Article  Google Scholar 

  • Fugate D (2007) Neuromarketing: a layman’s look at neuroscience and its potential application to marketing practice. J Consum Mark 24:385–394

    Article  Google Scholar 

  • Goldberg M, Gorn G (1987) Happy and sad TV programs: how they affect reactions to commercials. J Consum Res 14:387–390

    Article  Google Scholar 

  • Greenwald A, Banaji M (1995) Implicit social cognition: attitudes, self-esteem, and stereotypes. Psychol Rev 102:4–27

    Article  Google Scholar 

  • Hansen F (1995) Recent developments in the measurement of advertising effectiveness: the third generation. Market Res Today 11:259–268

    Google Scholar 

  • Hansen F, Christensen SR (2007) Emotions, advertising and consumer choice. Business School Press, Copenhagen

    Google Scholar 

  • Harmon-Jones E, Gable P (2009) Neural activity underlying the effect of approach-motivated positive affect on narrowed attention. Psychol Sci 20:406–409

    Article  Google Scholar 

  • Hazzlet RL, Hazzlet SY (1999) Emotional response to television commercials: facial EMG vs. self-report. J Advet Res 39:7–23

    Google Scholar 

  • Helgsen T (1996) The power of advertising—myths and realities. Market Res Today 5:63–71

    Google Scholar 

  • Hubert M, Kenning P (2008) A current overview of consumer neuroscience. J Consum Mark 7:272–292

    Google Scholar 

  • Jones JP (1991) Over-promise and under-delivery. Market Res Today 11:195–203

    Google Scholar 

  • Karmarkar U, Yoon C (2016) Consumer neuroscience: advances in understanding consumer psychology. Curr Opin Psychol 10:160–165

    Article  Google Scholar 

  • Kawasaki M, Yamaguchi Y (2012) Effects of subjective preference of colors on attention-related occipital theta oscillations. NeuroImage 59:808–814

    Article  Google Scholar 

  • Kenning P, Linzmajer M (2010) Consumer neuroscience: an overview of an emerging discipline with implications for consumer policy. J Verbrauch Lebensm 6:111–125

    Article  Google Scholar 

  • Kenning P, Plassmann H (2008) How recent neuroscientific research could enhance marketing theory. IEEE Trans 14:532–538

    Google Scholar 

  • Kenning P, Plassmann H, Ahlert D (2007) Applications of functional magnetic resonance imaging for market research. Qual Mark Res Int J 10:135–152

    Article  Google Scholar 

  • Khushaba R, Wise C, Kodagoda S et al (2013) Consumer neuroscience: assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking. Expert Syst Appl 40:3803–3812

    Article  Google Scholar 

  • LaBarbera PA, Tucciarone JD (1995) GSR reconsidered: a behavior-based approach to evaluating and improving the sales potency of advertising. J Advert Res 5:35–54

    Google Scholar 

  • Lee N, Broderick A, Chamberlain L (2007) What is ‘neuromarketing’? A discussion and agenda for future research. Int J Psychophysiol 63:199–204

    Article  Google Scholar 

  • Luck SJ (2005) An introduction to the event-related potential technique. The MIT Press, Cambridge

    Google Scholar 

  • Madan CR (2010) Neuromarketing: the next step in market research? Eur Secur 1:34–42

    Google Scholar 

  • Maison D (2005) Pre-test research—how to forsee effectiveness of future advertisement basing on research. In: Nowak AZ, Glinka B, Hensel P (eds) Business administration in central wydawnictwo naukowe. Wydziału Zarządzania UW, Warszawa

    Google Scholar 

  • Maison D, Pawłowska B (2017) Using Facereader method to detect emotional reaction to controversial advertising referring to sexuality and homosexuality. In: Nermend K, Łatuszyńska M (eds) Selected issues in experimental economics, Springer proceedings in business and economics. Springer, Cham

    Google Scholar 

  • Maison D, Greenwald A, Bruin R (2004) Predictive validity of the Implicit Association Test in studies of brands, consumer attitudes, and behavior. J Consum Psychol 14:405–415

    Article  Google Scholar 

  • Maren S, Quirk G (2004) Neuronal signalling of fear memory. Nat Rev Neurosci 5:844–852

    Article  Google Scholar 

  • McDonald C (1920) How advertising works. NTC Publications Limited, Farm Road

    Google Scholar 

  • Montague P, King-Casas B, Cohen J (2006) Imaging valuation models in human choice. Annu Rev Neurosci 29:417–448

    Article  Google Scholar 

  • Murphy S, Zajonc R (1993) Affect, cognition, and awareness: affective priming with optimal and suboptimal stimulus exposures. J Pers Soc Psychol 64:723–739

    Article  Google Scholar 

  • Nunez PL, Srinivasan R (2006) Electric fields of the brain: the neurophysics of EEG. Oxford University Press, Oxford

    Book  Google Scholar 

  • O’Connell G, De Wilde J, Haley J et al (2011) The brain, the science and the media. EMBO Rep 7:630–636

    Article  Google Scholar 

  • Ohme RK (2001) The implicit conditioning of consumer attitudes: logo substitution effect. Pol Psychol Bull 32:71–78

    Google Scholar 

  • Ohme R, Reykowska D, Wiener D, Choromanska A (2010a) Application of frontal EEG asymmetry to advertising research. J Econ Psychol 31:785–793

    Article  Google Scholar 

  • Olson J, Ray W (1989) Exploring the usefulness of brain waves as measures of advertising response. Marketing Science Institute, Cambridge

    Google Scholar 

  • Perkins A, Forehand M, Greenwald AG, Maison D (2008) The influence of implicit social cognition on consumer behavior: measuring the non-conscious. In: Haugtvedt C, Herr P, Kardes F (eds) Handbook of consumer psychology. Lawrence Erlbaum Associates, New York, Hillsdale

    Google Scholar 

  • Phan K, Wager T, Taylor S, Liberzon I (2002) Functional neuroanatomy of emotion: a meta-analysis of emotion activation studies in PET and fMRI. NeuroImage 16:331–348

    Article  Google Scholar 

  • Plassmann H, Yoon C, Feinberg FM, Shiv B (2011) Consumer neuroscience. Wiley international encyclopedia of marketing

    Google Scholar 

  • Plassmann H, Ramsøy T, Milosavljevic M (2012) Branding the brain: a critical review and outlook. J Consum Psychol 22:18–36

    Article  Google Scholar 

  • Plassmann H, Venkatraman V, Huettel S, Yoon C (2015) Consumer neuroscience: applications, challenges, and possible solutions. J Market Res 52:427–435

    Article  Google Scholar 

  • Priluck R, Till B (2010) Comparing a customer-based brand equity scale with the Implicit Association Test in examining consumer responses to brands. J Brand Manag 17:413–428

    Article  Google Scholar 

  • Rilling J, King-Casas B, Sanfey A (2008) The neurobiology of social decision-making. Curr Opin Neurobiol 18:159–165

    Article  Google Scholar 

  • Rossiter J, Silberstein R, Harris P, Nield G (2001) Brain-imaging detection of visual scene encoding in long-term memory for TV commercials. J Advert Res 41:13–21

    Article  Google Scholar 

  • Rothschild M, Hyun Y, Reeves B et al (1988) Hemispherically lateralized EEG as a response to television commercials. J Consum Res 15:185

    Article  Google Scholar 

  • Shapiro S, Heckler SE, MacInnis DJ (1997a) Measuring and assessing the impact of preattentive processing on ad and brand attitudes. In: Wells WD (ed) Measuring advertising effectiveness. Lawrence Erlbaum Associates, Mahwah, pp 27–46

    Google Scholar 

  • Shapiro S, MacInnis D, Heckler S (1997b) The effects of incidental ad exposure on the formation of consideration sets. J Consum Res 24:94–104

    Article  Google Scholar 

  • Shiv B, Fedorikhin A (1999) Heart and mind in conflict: the interplay of affect and cognition in consumer decision making. J Consum Res 26:278–292

    Article  Google Scholar 

  • Solnais C, Andreu-Perez J, Sánchez-Fernández J, Andréu-Abela J (2013) The contribution of neuroscience to consumer research: a conceptual framework and empirical review. J Econ Psychol 36:68–81

    Article  Google Scholar 

  • Sørensen J (2008) Measuring emotions in a consumer decision-making context approaching or avoiding. Aalborg University, Aalborg

    Google Scholar 

  • Stewart DW, Furse DH (1982) Applying psychophysiological measures to marketing and advertising research problems. In: Leigh JH, Martin CR (eds) Current issues and research in advertising University of Michigan. Graduate School of Business Administration, Ann Arbor, pp 1–38

    Google Scholar 

  • Sudman S, Bradburn N (1973) Effects of time and memory factors on response in surveys. J Am Stat Assoc 68:805

    Article  Google Scholar 

  • Tellis G, Weiss D (1995) Does TV advertising really affect sales? The role of measures, models, and data aggregation. J Advert 24:1–12

    Article  Google Scholar 

  • Telpaz A, Webb R, Levy D (2015) Using EEG to predict consumers’ future choices. J Market Res 52:511–529

    Article  Google Scholar 

  • Uleman JS, Bargh JA (1989) Unintendent thought. Guilford Press, New York

    Google Scholar 

  • Wang Y, Minor M (2008) Validity, reliability, and applicability of psychophysiological techniques in marketing research. Psychol Mark 25:197–232

    Article  Google Scholar 

  • Wilson TD (2002) Strangers to ourselves: discovering the adaptive unconscious. The Belknap Press of Harvard University Press, Cambridge

    Google Scholar 

  • Wood J, Grafman J (2003) Human prefrontal cortex: processing and representational perspectives. Nat Rev Neurosci 4:139–147

    Article  Google Scholar 

  • Wright-Isak C, Faber RJ (1997) Comprehensive measurement of advertising effectiveness: notes from the marketplace. In: Wells WD (ed) Measuring advertising effectiveness. Lawrence Erlbaum Associates, Mahwah, pp 3–12

    Google Scholar 

  • Zajonc R (1968) Attitudinal effects of mere exposure. J Pers Soc Psychol 9:1–27

    Article  Google Scholar 

  • Zajonc R (1980) Feeling and thinking: preferences need no inferences. Am Psych 35:151–175

    Article  Google Scholar 

  • Zajonc RB (1998) Emotions. In: Gilbert DT, Fiske ST, Lindzey G (eds) The handbook of social psychology. McGraw-Hill, New York, pp 591–632

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Faculty of Psychology, University of Warsaw, Warsaw, Poland

    Dominika Maison & Tomasz Oleksy

Authors
  1. Dominika Maison
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Tomasz Oleksy
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Dominika Maison .

Editor information

Editors and Affiliations

  1. Department of Computer Methods in Experimental Economics, Faculty of Economics and Management, University of Szczecin, Szczecin, Poland

    Kesra Nermend

  2. Institute of IT in Management, Faculty of Economics and Management, University of Szczecin, Szczecin, Poland

    Małgorzata Łatuszyńska

Rights and permissions

Reprints and permissions

Copyright information

© 2017 Springer International Publishing AG

About this paper

Cite this paper

Maison, D., Oleksy, T. (2017). Validation of EEG as an Advertising Research Method: Relation Between EEG Reaction Toward Advertising and Attitude Toward Advertised Issue (Related to Political and Ideological Beliefs). In: Nermend, K., Łatuszyńska, M. (eds) Neuroeconomic and Behavioral Aspects of Decision Making. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-62938-4_18

Download citation

Publish with us

Policies and ethics

Search

Navigation