Electronic evaluation for video commercials by impression index.
Wanzeng Kong1, Xinxin Zhao2, Sanqing Hu2
1College of Computer Science, Hangzhou Dianzi University, Hangzhou, China ; Department of Biomedical Engineering, University of Minnesota, Minneapolis, MN USA.
Cognitive Neurodynamics
|January 16, 2014
Summary
This study introduces an electronic method using an impression index derived from electroencephalography (EEG) signals to evaluate video commercial effectiveness. This neuromarketing approach measures consumer attention and memorization for impactful advertising analysis.
Area of Science:
- Neuromarketing
- Neuroscience
- Consumer Behavior
Background:
- Evaluating the impact of commercials is crucial for effective marketing strategies.
- Traditional methods may not fully capture the nuanced consumer response to advertising.
- Neuromarketing offers advanced techniques to understand subconscious consumer engagement.
Purpose of the Study:
- To propose an electronic method for evaluating the influence of video commercials on consumers.
- To introduce an 'impression index' combining memorization and attention metrics.
- To assess the effectiveness of video commercial scenes using electroencephalography (EEG) signals.
Main Methods:
- Tracking electroencephalography (EEG) activity while consumers observe video commercials.
- Extracting features from scalp EEG in the time-frequency-space domain.
- Utilizing general global field power as an impression index for time-series evaluation of commercial scenes.
Main Results:
- The proposed approach successfully tracks cerebral activity variations during commercial viewing.
- The impression index effectively correlates with cognitive tasks related to observing video commercials.
- EEG signals can reliably help determine if a commercial scene is perceived as impressive.
Conclusions:
- The developed electronic method provides a quantifiable measure of video commercial impact.
- The impression index derived from EEG offers a novel approach to neuromarketing analysis.
- This technique enhances the ability to judge the memorability and attention-grabbing qualities of advertising content.
