Evaluation of Emotional Responses to Television Advertising through Neuromarketing

Baraybar-Fernández, Antonio and Baños-González, Miguel and Barquero-Pérez, Óscar and Goya-Esteban, Rebeca Evaluation of Emotional Responses to Television Advertising through Neuromarketing. Comunicar, 2017, vol. 25, n. 52, pp. 19-28. [Journal article (Paginated)]

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Alternative locations: https://doi.org/10.3916/C52-2017-02, https://www.revistacomunicar.com/index.php?contenido=detalles&numero=52&articulo=52-2017-02

English abstract

Since the last century, we have witnessed a steady evolution of advertising techniques in an effort to adapt to the new social context in the market. As a strategic resource, Neuroscience brings a new perspective by allowing you to explore those difficult or verbally unconscious motives behind consumer behaviours. The present work aims to discover the relationship between the emotions induced in audiovisual advertising messages and their impact on the memory of the subjects. To achieve this goal, an experiment was carried out with eight audiovisual advertising messages (six representatives of the basic emotions: joy, surprise, anger, disgust, fear and sadness, and two rational ones that show the technical specifications of the product). Neuromarketing techniques such as the electrical activity of the heart (ECG) and the electrodermal activity (EDA) of the subjects are used, on one hand, and, on the other, a conventional research technique, a questionnaire applied to the subjects that participated in the research. The results show variations in the measures performed in the commercials corresponding to joy, surprise and anger, while for both, remembrance of the message transmitted and activity of the advertiser, the commercial with the best results has been the one regarding sadness, advertisement that has also been considered the most attractive for participating subjects.

Spanish abstract

Desde el siglo pasado hemos presenciado una evolución constante de las técnicas de comunicación publicitarias en un intento de adaptación a las nuevas realidades sociales del mercado. Como recurso estratégico, la Neurociencia aporta una nueva perspectiva al permitir explorar aquellos motivos difíciles de verbalizar o inconscientes que hay detrás de los comportamientos de los consumidores. El presente trabajo tiene como objetivo descubrir la relación entre las emociones inducidas en los mensajes publicitarios audiovisuales y su impacto en el recuerdo de los sujetos. Para alcanzar este objetivo se ha realizado un experimento con ocho mensajes publicitarios audiovisuales (seis representativos de seis emociones básicas: alegría, sorpresa, ira, asco, miedo y tristeza, y dos racionales) en el que se han utilizado, por un lado, técnicas de Neuromarketing como son la actividad eléctrica cardíaca (ECG) y la actividad eléctrica de la dermis (AED) de los sujetos, y, por otro, una técnica de investigación convencional, un cuestionario aplicado a los sujetos que han participado en la investigación. Los resultados ponen de manifiesto variaciones en las medidas realizadas en los mensajes correspondientes a la alegría, la sorpresa y la ira, mientras que, tanto para el recuerdo sugerido del mensaje trasmitido como para la actividad del anunciante, el anuncio con mejores resultados ha sido el de la tristeza, anuncio que también ha sido considerado el más atractivo para los sujetos participantes.

Item type:	Journal article (Paginated)
Keywords:	Neuromarketing, marketing, market research, efficiency, advertising, commercial, memory, emotion, Neuromarketing, marketing, investigación de mercado, eficacia, publicidad, anuncio, memoria, emoción
Subjects:	B. Information use and sociology of information > BJ. Communication G. Industry, profession and education. G. Industry, profession and education. > GH. Education.
Depositing user:	Alex Ruiz
Date deposited:	16 Jan 2018 11:53
Last modified:	16 Jan 2018 11:53
URI:	http://hdl.handle.net/10760/32149

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