Application of frontal EEG asymmetry to advertising research

Journal of Economic Psychology

Volumn 31, Issue 5, 2010, Pages 785-793

  Ohme, Rafal ^a   Reykowska, Dorota ^b   Wiener, Dawid ^c   Choromanska, Anna ^d  

^a SWPS UNIVERSITY OF SOCIAL SCIENCES AND HUMANITIES   (Poland)

^b Laboratory and Co   (Poland)

^c ADAM MICKIEWICZ UNIVERSITY   (Poland)

^d UNIVERSITY OF WARSAW   (Poland)

Author keywords

Advertising; Biometric consumer research; Brain waves; Copy testing; EEG; Frontal asymmetry; Neuromarketing

Indexed keywords

EID: 77956892280     PISSN: 01674870     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.joep.2010.03.008     Document Type: Article

References (46)

1. Ambler T., Braeutigam S., Stins J., Rose S., Swithenby S. Salience and choice. Neural correlates of shopping decisions. Psychology and Marketing 2004, 21:247-261.
2. Bargh J.A. Automaticity in social psychology. Social psychology: Handbook of basic principles 1996, 169-183. Guilford Press, New York. E.T. Higgins, A.W. Kruglanski (Eds.).
3. Bechara A. The role of in emotion decision making: Evidence from neurological patients with orbitofrontal damage. Brain and Cognition 2004, 55:30-40.
4. Berman M.G., Jonides J., Nee D.E. Studying mind and brain with fMRI. Social Cognitive and Affective Neuroscience 2006, 1:158-161.
5. Berridge K.C., Winkielman P. What is an unconscious emotion? (The case of unconscious "liking"). Cognition and Emotion 2003, 17(2):181-211.
6. Braidot N.P. Neuromarketing: Neuroeconomia y Negocios 2005, PuertoNORTE-SUR, Madrid, Spain.
7. Cacioppo J.T., Berntson G.G. Social psychological contributions to the decade of the brain: Doctrine of multilevel analysis. American Psychologist 1992, 47:1019-1028.
8. Cacioppo J.T., Tassinary L.G., Berntson G.C. Handbook of psychophysiology 2007, Cambridge University Press, New York. 2nd ed.
9. Coan J.A., Allen J.J.B. Frontal EEG asymmetry and the behavioral activation and inhibition systems. Psychophysiology 2003, 40:106-114.
10. Damasio A.R. Descarte's Error. Emotion, reason, and the human brain 1994, Putnam's Sons, New York.
11. Davidson R.J. Cerebral asymmetry and emotion: Methodological conundrums. Cognition and Emotion 1993, 7:115-138.
12. Davidson R.J. What does the prefrontal cortex "do" in affect: Perspectives on frontal EEG asymmetry research. Biological Psychology 2004, 67:219-233.
13. Davidson R.J., Rickman M. Behavioral inhibition and the emotional circuitry of the brain: Stability and plasticity during the early childhood years. Extreme fear, shyness, and social phobia: Origins, biological mechanisms, and clinical outcomes 1999, 67-87. Oxford University Press, New York. L.A. Schmidt, J. Schulkin (Eds.).
14. Davidson R.J., Schwartz G.E., Saron C., Bennett J., Goleman D.J. Frontal versus parietal EEG asymmetry during positive and negative affect. Psychophysiology 1979, 16:202-203.
15. Davidson R.J., Marshall J.R., Tomarken A.J., Henriques J.B. While a phobic waits: Regional brain electrical and autonomic activity in social phobics during anticipation of public speaking. Biological Psychiatry 2000, 47(2):85-95.
16. Dimberg U., Thunberg M., Elmehed K. Unconscious facial reactions to emotional facial expressions. Psychological Science 2000, 2:86-89.
17. Fox N.A. If it's not left, it's right: Electroencephalograph asymmetry and the development of emotion. American Psychologist 1991, 46:863-872.
18. Hansen F., Christensen S.R. Emotions, advertising and consumer choice 2007, Copenhagen Business School Press, Copenhagen.
19. Heller W. Neuropsychological mechanisms of individual differences in emotion, personality, and arousal. Neuropsychology 1993, 7:476-489.
20. Kelley W.M., Miezin F.M., McDermott K.B., Buckner R.L., Raichle M.E., Cohen N.J., et al. Hemispheric specialization in human dorsal frontal cortex and medial temporal lobe for verbal and nonverbal memory encoding. Neuron 1998, 20:927-936.
21. Kemp A.H., Gray M.A., Eide P., Silberstein R.B., Nathan P.J. Steady-state visually evoked potential topography during processing of emotional valence in healthy subjects. Neuroimage 2002, 17(4):1684-1692.
22. Kenning P., Plassmann H., Ahlert D. Applications of functional magnetic resonance imaging for market research. Qualitative Market Research 2007, 2:135-152.
23. Lang A., Greenwald M.K., Bradley M.M., Hamm A.O. Looking at pictures: Affective, facial, visceral, and behavioral reactions. Psychophysiology 1993, 3:261-273.
24. Larsen J.T., Norris C.J., Cacioppo J.T. Effects of positive and negative affect on electromyographic activity over zygomaticus major and corrugator supercilii. Psychophysiology 2003, 40:776-785.
25. Libet, B. (2004). Mind time: The temporal factor in consciousness, perspectives in cognitive neuroscience. Harvard University Press.
26. Ma Q., Wang X., Shu L., Dai S. P300 and categorization in brand extension. Neuroscience Letters 2008, 431:57-61.
27. Nighswonger N.J., Martin C.R. On using voice analysis in marketing research. Journal of Marketing Research 1981, 18:350-355.
28. Nunez P.L., Srinivasan R. Electric fields of the brain. The Neurophysics of EEG 2006, Oxford University Press, New York.
29. Ohme R. Podprogowe informacje mimiczne: Uje{ogonek}cie eksperymentalne (subliminal facial information. An experimental approach) 2003, Wydawnictwo IP PAN & SWPS, Warszawa.
30. Ohme R. Nieuswiadomiony Afekt (The Unconscious Affect) 2007, Gdańskie Wydawnictwo Naukowe, Sopot.
31. Ohme R. (2008). How brain waves relate to brands, sales...and politics? In Paper presented at the ad effectivenes council of the advertising research foundation. November, 6th, New York, USA.
32. Ohme R., Reykowska D., Wiener D., Choromańska A. Analysis of neurophysiological reactions to advertising stimuli via EEG and GSR measures. Journal of Neuroscience, Psychology and Economics 2009, 2(1):21-31.
33. Panksepp J. Affective neuroscience. The foundations of human and animal emotions 1998, Oxford University Press, New York.
34. Posner M. The achievement of brain imaging: Past and future. Attention and performance XX: Functional brain imaging of visual cognition 2004, Oxford University Press, London. N. Kanwisher, J. Duncan (Eds.).
35. Rossiter J.R., Silberstein R.B., Harris P.G., Nield G. Brain-imaging detection of visual scene encoding in long-term memory for TV commercials. Journal of Advertising Research 2001, 41:13-21.
36. Sergerie K., Lepage M., Armony J.L. A face to remember: Emotional expression modulates prefrontal activity during memory formation. NeuroImage 2005, 24:580-585.
37. Silberstein R.B., Harris P.G., Nield G.A., Pipingas A. Frontal steady state potential changes predict long-term recognition memory performance. International Journal of Psychophysiology 2000, 39:79-85.
38. Smith M.E., Gevins A. Attention and brain activity while watching television: Components of viewer engagement. Media Psychology 2004, 6:285-305.
39. Smith E.E., Kosslyn S.M. Cognitive Psychology: Mind and Brain 2007, Prentice Hall, Upper Saddle River, NJ.
40. Tulving E., Kapur S., Craik F.I., Moscovitch M., Houle S. Hemispheric encoding/retrieval asymmetry in episodic memory: positron emission tomography findings. Proceedings of the National Academy of Sciences 1994, 91:2016-2020.
41. Wang J.Y., Minor M.S. Validity, reliability, and applicability of psychophysiological techniques in marketing research. Psychology and Marketing 2008, 25(2):197-232.
42. Zajonc R.B. Feeling and thinking: Preferences need no inferences. American Psychologist 1980, 35:151-175.
43. Zajonc R.B., McIntosh D.N. Emotions research: Some promising questions, some questionable promises. Psychological Science 1992, 3:70-74.
44. Zaltman G. Consumer researchers: Take a hike!. Journal of Consumer Research 2000, 26:423-442.
45. Zaltman G. How customer think. Essential insight into the mind of the market 2003, Harvard Business School Press, Harvard.
46. Zhang Q., Wang Y.P., Li S.W., Wang L.N. Event-related potential N270, a negative component to identification of conflicting information following memory retrieval. Clinical Neurophysiology 2003, 114:2461-2468.