Acta Univ. Agric. Silvic. Mendelianae Brun. 2018, 66, 969-977
Published online 2018-08-31

Dissonance of Selected Neuroscience Techniques at Detection of Emotions in Advertising Spots

Katarína Neomániová, Jakub Berčík, Elena Horská

Department of Marketing and Trade, Faculty of Economics and Management, Slovak University of Agriculture, Tr. A. Hlinku 2, 949 76 Nitra, Slovakia

In addition to advanced brain imaging techniques and growing interest in the study of consumer reactions with influence of marketing stimuli a new interdisciplinary study has developed on a borderland of neuroscience, economic and psychological studies – neuromarketing. Despite a certain form of insecurity whether the brain imaging technologies provide useful information for control of marketing, more and more marketers identify with their application in conventional market research. The main aim of this contribution is to clarify the influence of a selected advertising spot on the final emotional state of consumers by researching a brain activity of respondents and activity of somatic nervous system, specifically the face expressions. Cortical brain activity was detected by 16channel wireless electroencephalograph by Epoc and changes of mimic muscles were monitored by a biometric device the Facereader by Noldus. The subject of the research is the dissonance of the selected neuroscience techniques with influence of chosen advertising emotional appeals like fear, disgust and sadness. In the end of our contribution, the way of using the neuroscience technology and psychology for detection of consumer emotional involvement of consumers is explained.


The paper is part of the research project KEGA 038SPU–4/2016 “Using of new technologies and interdisciplinary associations in consumer studies” conducted at the Department of Marketing and Trade at the Slovak University of Agriculture in Nitra.


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