A small frog that makes a big difference: Brain wave testing of TV advertisements

IEEE Pulse

Volumn 3, Issue 3, 2012, Pages 28-33

  Ohme, Rafal ^a   Matukin, Michał ^b  

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

^b Human Mind and Brain Applied Research Center   (Poland)

Author keywords

[No Author keywords available]

Indexed keywords

BRAIN ACTIVITY; BRAIN WAVE; CONSUMER CHOICE; CONSUMER RESEARCH; MENTAL PROCESS; SHOPPING BEHAVIOR;

CORE LEVELS; RESEARCH;

CONSUMER BEHAVIOR;

ADVERTIZING; ARTICLE; BIOLOGICAL MODEL; CONSUMER; ELECTROENCEPHALOGRAPHY; EMOTION; HUMAN; METHODOLOGY; NEUROSCIENCE; PHYSIOLOGY; TELEVISION;

ADVERTISING AS TOPIC; CONSUMER SATISFACTION; ELECTROENCEPHALOGRAPHY; EMOTIONS; HUMANS; MODELS, NEUROLOGICAL; NEUROSCIENCES; TELEVISION;

EID: 84862123656     PISSN: 21542287     EISSN: None     Source Type: Journal    
DOI: 10.1109/MPUL.2012.2189169     Document Type: Article

References (6)

1. You Tube Web site. [Online]. Available: http://www.youtube. com/watch?v=7DrFY3H-u8w
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3. R. Ohme, M. Matukin, and T. Szczurko, "Neurophysiology uncovers secrets of TV commercials," Der Markt-J. für Market., vol. 49, no. 3-4, pp. 133-142, 2010.
4. R. Ohme, D. Reykowska, D. Wiener, and A. Choromanśka, "Analysis of neurophysiological reactions to advertising stimuli via EEG and GSR measures," J. Neurosci., Psychol., Econ., vol. 2, no. 1, pp. 21-31, 2009.
5. R. Ohme, "The unconscious as the third dimension in advertising," Amer. Acad. Advertising Newslett., vol. 5, no. 4, pp. 1-5, 2009.
6. R. Ohme, "Biometric breakthrough in marketing," Harvard Bus. Rev. PL, vol. 7, no. 8, pp. 73-87, 2011.