Right Fronto-Temporal EEG can Differentiate the Affective Responses to Award-Winning Advertisements
Regina W Y Wang1, Shy-Peih Huarng1, Shang-Wen Chuang2
1* Design Perceptual Awareness Lab (D:PAL), The Department of Design, National Taiwan University of Science and Technology (Taiwan Tech), No. 43, Sec. 4, Keelung Road, Taipei 10607, Taiwan.
International Journal of Neural Systems
|June 22, 2017
Summary
Award-winning advertisements (AAs) elicit distinct neural responses, confirmed by electroencephalography (EEG). This study provides scientific evidence that AAs are perceived as more creative and higher quality, validating expert assessments.
Area of Science:
- Neuroscience
- Affective Engineering
- Marketing Science
Background:
- Affective engineering seeks to align product design with customer emotions.
- Award-winning advertisements (AAs) are recognized by experts for creativity, but their customer reception is unclear.
- Evaluating the neural basis of customer response to AAs is crucial for design and marketing.
Purpose of the Study:
- To investigate the neural and behavioral differences between award-winning advertisements (AAs) and non-AAs (NAAs).
- To determine if expert recognition of AAs correlates with customer affective responses.
- To provide scientific evidence for identifying effective advertisements using neurophysiological measures.
Main Methods:
- Electroencephalography (EEG) was used to record brain activity in 30 subjects exposed to AAs and NAAs.
- Event-related potential (ERP) and event-related spectral perturbation (ERSP) analyses were performed.
- Behavioral data on perceived creativity and product quality were collected.
Main Results:
- AAs elicited larger positive potentials in right fronto-temporal regions compared to NAAs (250-1400 ms post-stimulus).
- Behavioral results indicated higher perceived creativity and "product-like" quality for AAs.
- Significant differences in theta, alpha, beta, and gamma band activity were observed in right fronto-temporal regions for AAs versus NAAs.
Conclusions:
- EEG measures effectively differentiate affective responses to AAs at a neural circuit level.
- Neurophysiological data support the validity of expert-identified AAs.
- Findings confirm that AAs resonate better with customers, validating affective engineering principles in advertising.
