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Marketing Meets Neuroscience: Useful Insights for Gender Subgroups During the Observation of TV Ads
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Author(s): Patrizia Cherubino (IULM University, Italy & BrainSigns srl, Italy), Giulia Cartocci (Sapienza University, Italy & BrainSigns srl, Italy), Arianna Trettel (BrainSigns srl, Italy), Dario Rossi (Sapienza University, Italy & BrainSigns srl, Italy), Enrica Modica (Sapienza University, Italy & BrainSigns srl, Italy), Anton Giulio Maglione (Sapienza University, Italy & BrainSigns srl, Italy), Marco Mancini (BrainSigns srl, Italy), Gianluca Di Flumeri (Sapienza University, Italy & BrainSigns srl, Italy)and Fabio Babiloni (Sapienza University, Italy & BrainSigns srl, Italy)
Copyright: 2018
Pages: 22
Source title:
Applications of Neuroscience: Breakthroughs in Research and Practice
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-5478-3.ch019
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Abstract
In this chapter, findings of an experiment aimed to investigate cognitive changes of cerebral activity during the observation of TV commercials will be presented. In particular, it has been recorded Electroencephalographic data (EEG) from a group of 24 healthy subjects during the observation of a series of TV advertisements. The group was divided by gender (male, female). Comparisons of cerebral index previously defined have been performed to highlight gender differences between scenes of interest of a specific TV commercials and the influence of the speaker's gender on the subgroups perception. Findings show how EEG methodologies could be used to obtain information not obtainable otherwise with verbal interviews. These cerebral index could help to analyze the perception of TV advertisements according to the target consumer's gender.
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