Neuroscience technologies in marketing: a study of gender and TV advertisements using electroencephalography
by Tomás Uva; Carlos Lucas de Freitas; Teresa Paiva
International Journal of Technology Marketing (IJTMKT), Vol. 10, No. 4, 2015

Abstract: Marketing research can benefit from the employment of neuroscience technologies and methodologies to better understand consumer attitudes and behaviour, such as that of men and women viewing TV advertisements. In this neuromarketing study, the neural activity of ten female and ten male participants was recorded using high density electroencephalography (EEG), while they were watching video stimuli that integrated an oddball paradigm with a rare-frequent ratio of 25%-75%. Both female and male participants had more activity in the prefrontal, fronto-temporal, anterior cingulate cortex (ACC) and parieto-occipital cortices. However, statistically significant differences between genders were identified for all the electrodes. Further differences were found in the P300 amplitudes, brain-frequencies' power and activity in emotion-related brain areas, particularly the ACC, which were higher for women than men. These findings suggest that men and women have distinct cognitive patterns of neural activity while processing TV advertisements, thus supporting neuromarketing studies as an effective method to assess this type of advertising.

Online publication date: Fri, 02-Oct-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Marketing (IJTMKT):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com