Prof. dr hab. inż. Kesra Nermend1 and Dr. inż. Mateusz Piwowarski2
1, 2 Department of Decision Support Methods and Cognitive Neuroscience,
Institute of Management, University of Szczecin, Szczecin, Poland
Email: [email protected] – [email protected]
DOI: 10.23918/ICABEP2021p3
Abstract
The purpose of presentation is to present the usefulness of the methods of cognitive neuroscience when testing the effectiveness of public service advertising. The presented research results show the possibilities of studying cognitive reactions expressed by neural indices (memorization, interest, emotion) to the reception of a campaign advertising broaden the knowledge on the ways of publishing health-related messages (advertisements).
The study was conducted in two stages. First, the participant’s brain activity and, additionally, their electrodermal activity and heart rate were recorded. The electrical activity of the subjects’ brains was recorded using a g.Nautilus device from g.tec. Neurobit Optima 4 from Neurobit System was used to measure the electrodermal activity and heart. In the second part of the study, the participants completed a survey questionnaire in a separate room. The questionnaire was used to check whether the participants had not seen the advertisement before, whether they memorized anything, and to learn their opinion about the advertisement in question. The cohort consisted of thirty-two subjects (16 females and 16 males) with an age range between 22 and 68 years. Two advertisements were tested: Ad 1 was titled “Include me vaccination”, ad 2 was titled ‘Do not give yourself disease’.
Ad fragments have been identified with a higher consideration. It was also indicated which parts should be redesigned to strengthen the message. This type of analysis can be carried out for any audience, e.g. separately for men and women, for young and old, etc. It will give a more complete view in the case of ads that are targeted at a specific audience. In addition, other parameters of human activity can be measured, such as eye tracking or micro expression testing.
Keywords: cognitive neuroscience, EEG, social campaign advertising, advertisement
ICABEP2021
International Conference on Accounting, Business, Economics and Politics
3rd joint conference organized by the collaboration of the Faculty of Administrative Sciences and Economics,
Tishk International University, College of Administration and Economics, Salahaddin University-Erbil, and
University of Szczecin, Poland.
