The aim of the present paper is to show how the variation of the EEG frontal cortical asymmetry is related to the general appreciation perceived during the observation of TV advertisements, in particular considering the influence of the gender and age on it. In particular, we investigated the influence of the gender on the perception of a car advertisement (Experiment 1) and the influence of the factor age on a chewing gum commercial (Experiment 2). Experiment 1 results showed statistically significant higher approach values for the men group throughout the commercial. Results from Experiment 2 showed significant lower values by older adults for the spot, containing scenes not very enjoyed by them. In both studies, there was no statistical significant difference in the scene relative to the product offering between the experimental populations, suggesting the absence in our study of a bias towards the specific product in the evaluated populations. These evidences state the importance of the creativity in advertising, in order to attract the target population.

Gender and Age Related Effects While Watching TV Advertisements: An EEG Study / Cartocci, Giulia; Cherubino, Patrizia; Rossi, Dario; Modica, Enrica; Maglione, ANTON GIULIO; DI FLUMERI, Gianluca; Babiloni, Fabio. - In: COMPUTATIONAL INTELLIGENCE AND NEUROSCIENCE. - ISSN 1687-5265. - ELETTRONICO. - 2016:(2016), pp. 1-10. [10.1155/2016/3795325]

Gender and Age Related Effects While Watching TV Advertisements: An EEG Study

CARTOCCI, Giulia
;
CHERUBINO, PATRIZIA;ROSSI, DARIO;MODICA, ENRICA;MAGLIONE, ANTON GIULIO;DI FLUMERI, GIANLUCA;BABILONI, Fabio
2016

Abstract

The aim of the present paper is to show how the variation of the EEG frontal cortical asymmetry is related to the general appreciation perceived during the observation of TV advertisements, in particular considering the influence of the gender and age on it. In particular, we investigated the influence of the gender on the perception of a car advertisement (Experiment 1) and the influence of the factor age on a chewing gum commercial (Experiment 2). Experiment 1 results showed statistically significant higher approach values for the men group throughout the commercial. Results from Experiment 2 showed significant lower values by older adults for the spot, containing scenes not very enjoyed by them. In both studies, there was no statistical significant difference in the scene relative to the product offering between the experimental populations, suggesting the absence in our study of a bias towards the specific product in the evaluated populations. These evidences state the importance of the creativity in advertising, in order to attract the target population.
2016
EEG, neuromarketing, neuroscience, approach-withdrawal
01 Pubblicazione su rivista::01a Articolo in rivista
Gender and Age Related Effects While Watching TV Advertisements: An EEG Study / Cartocci, Giulia; Cherubino, Patrizia; Rossi, Dario; Modica, Enrica; Maglione, ANTON GIULIO; DI FLUMERI, Gianluca; Babiloni, Fabio. - In: COMPUTATIONAL INTELLIGENCE AND NEUROSCIENCE. - ISSN 1687-5265. - ELETTRONICO. - 2016:(2016), pp. 1-10. [10.1155/2016/3795325]
File allegati a questo prodotto
File Dimensione Formato  
Cartocci_Gender-age_2016.pdf

accesso aperto

Licenza: Tutti i diritti riservati (All rights reserved)
Dimensione 3.57 MB
Formato Adobe PDF
3.57 MB Adobe PDF

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11573/875054
Citazioni
  • ???jsp.display-item.citation.pmc??? 13
  • Scopus 37
  • ???jsp.display-item.citation.isi??? 33
social impact