Analysis of Neurophysiological Reactions to Advertising Stimuli by Means of EEG and Galvanic Skin Response Measures

By R. Ohme, Dorota Reykowska, Dawid Wiener, Anna Choromanska. 2009

259 citations recorded by the source corpus.

Subfields: Cognitive Neuroscience, Experimental and Cognitive Psychology, Social Psychology

View Paper: https://www.semanticscholar.org/paper/71f497f24251de38ad88e188f4643b89a7460aaf

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In Cognitive Neuroscience

In Experimental and Cognitive Psychology

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Citations in the corpus

Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking (2013, background): “The main goals in such neuromarketing research are first to detect the small changes in commercial stimuli that may prove to have substantial impacts on marketing efficacy (Ohme et al., 2009).”
Biometric Measures for Interactive Advertising Research (2011, methodology): “Brain imaging measures are not susceptible to such cognitive distortions because they do not require verbal reactions from respondents (Ohme et al. 2009).”
The contribution of neuroscience to consumer research: A conceptual framework and empirical review (2013, background): “On a related question, a multi-method study highlighted the presence of significant differences in the psychophysiological responses to slightly differing TV advertising scenes, although the viewers could not consciously notice the difference (Ohme et al., 2009).”
Approach the Good, Withdraw from the Bad—A Review on Frontal Alpha Asymmetry Measures in Applied Psychological Research (2013, background): “Rosenfeld et al. (1996), in contrast, report strong correlations between the FAA metric and affect change in depressed participants.”
Application of frontal EEG asymmetry to advertising research (2010, methodology): “On a more general level, our results suggest that brain waves measures could detect subtle consumers’ physiological approach reactions to marketing stimuli (see: Ohme et al., 2009).”
A Comparative Analysis of Self-Report and Psychophysiological Measures of Emotion in the Context of Tourism Advertising (2018, background): “Physiological measurement procedures are time consuming and so such sample numbers are common (Bolls, Lang, and Potter 2001; Guo et al. 2014; Ohme et al. 2009).”
Predicting Advertising success beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling (2015, background): “It is very possible that the biometric and EEG measures may be more effective for these temporal aspects within an ad than measures from fMRI (Ohme et al. 2009).”
Consumer neuroscience for marketing researchers (2018, methodology): “EEG's high temporal resolution and ability to measure surface cortical electrical activity of submilliseconds indicates that EEG, rather than fMRI, is more useful for measuring neural responses of dynamic messages in TV commercials (Ohme & Matukin, 2012; Ohme et al., 2009).”