title: Neurophysiological tools to investigate consumer's gender differences during the observation of TV commercials.
abstract: Neuromarketing is a multidisciplinary field of research whose aim is to investigate the consumers' reaction to advertisements from a neuroscientific perspective. In particular, the neuroscience field is thought to be able to reveal information about consumer preferences which are unobtainable through conventional methods, including submitting questionnaires to large samples of consumers or performing psychological personal or group interviews. In this scenario, we performed an experiment in order to investigate cognitive and emotional changes of cerebral activity evaluated by neurophysiologic indices during the observation of TV commercials. In particular, we recorded the electroencephalographic (EEG), galvanic skin response (GSR), and heart rate (HR) in a group of 28 healthy subjects during the observation of a series of TV advertisements that have been grouped by commercial categories. Comparisons of cerebral indices have been performed to highlight gender differences between commercial categories and scenes of interest of two specific commercials. Findings show how EEG methodologies, along with the measurements of autonomic variables, could be used to obtain hidden information to marketers not obtainable otherwise. Most importantly, it was suggested how these tools could help to analyse the perception of TV advertisements and differentiate their production according to the consumer's gender.
authors.affiliation: Department of Physiology and Pharmacology, "Sapienza" University, Piazzale Aldo Moro 5, 00185 Rome, Italy ; BrainSigns s.r.l., Via Sesto Celere 7c, 00152 Rome, Italy.
authors.forename: Giovanni
authors.identifier: 0000-0001-6037-5806
authors.initials: G
authors.lastname: Vecchiato
authors.affiliation: BrainSigns s.r.l., Via Sesto Celere 7c, 00152 Rome, Italy ; Department of Anatomy, Histology, Forensic Medicine and Orthopedics, "Sapienza" University, Via Borelli 50, 00185 Rome, Italy.
authors.forename: Anton Giulio
authors.initials: AG
authors.lastname: Maglione
authors.affiliation: BrainSigns s.r.l., Via Sesto Celere 7c, 00152 Rome, Italy ; Department of Anatomy, Histology, Forensic Medicine and Orthopedics, "Sapienza" University, Via Borelli 50, 00185 Rome, Italy ; Department of Economics and Marketing, "IULM" University, Via Carlo Bo 1, 20143 Milan, Italy.
authors.forename: Patrizia
authors.identifier: 0000-0001-7669-5855
authors.initials: P
authors.lastname: Cherubino
authors.affiliation: Faculty of Economics and Management, University of Szczecin, Adama Mickiewicza 64, 71-101 Szczecin, Poland.
authors.forename: Barbara
authors.initials: B
authors.lastname: Wasikowska
authors.affiliation: Faculty of Economics and Management, University of Szczecin, Adama Mickiewicza 64, 71-101 Szczecin, Poland.
authors.forename: Agata
authors.initials: A
authors.lastname: Wawrzyniak
authors.affiliation: Faculty of Economics and Management, University of Szczecin, Adama Mickiewicza 64, 71-101 Szczecin, Poland.
authors.forename: Anna
authors.identifier: 0000-0002-1043-8749
authors.initials: A
authors.lastname: Latuszynska
authors.affiliation: Faculty of Economics and Management, University of Szczecin, Adama Mickiewicza 64, 71-101 Szczecin, Poland.
authors.forename: Malgorzata
authors.identifier: 0000-0002-7847-0198
authors.initials: M
authors.lastname: Latuszynska
authors.affiliation: Faculty of Economics and Management, University of Szczecin, Adama Mickiewicza 64, 71-101 Szczecin, Poland.
authors.forename: Kesra
authors.identifier: 0000-0002-4309-7434
authors.initials: K
authors.lastname: Nermend
authors.affiliation: BrainSigns s.r.l., Via Sesto Celere 7c, 00152 Rome, Italy.
authors.forename: Ilenia
authors.initials: I
authors.lastname: Graziani
authors.affiliation: BrainSigns s.r.l., Via Sesto Celere 7c, 00152 Rome, Italy.
authors.forename: Maria Rita
authors.identifier: 0000-0003-0464-7752
authors.initials: MR
authors.lastname: Leucci
authors.affiliation: BrainSigns s.r.l., Via Sesto Celere 7c, 00152 Rome, Italy.
authors.forename: Arianna
authors.initials: A
authors.lastname: Trettel
authors.affiliation: Department of Physiology and Pharmacology, "Sapienza" University, Piazzale Aldo Moro 5, 00185 Rome, Italy ; BrainSigns s.r.l., Via Sesto Celere 7c, 00152 Rome, Italy.
authors.forename: Fabio
authors.identifier: 0000-0002-4962-176X
authors.initials: F
authors.lastname: Babiloni
mesh_terms: D000329:Advertising; D000465:Algorithms; D003258:Consumer Behavior; D004569:Electroencephalography / Q000379:methods*; D004644:Emotions; D005260:Female; D006339:Heart Rate; D006801:Humans; D008297:Male; D009482:Neurophysiology / Q000379:methods*; D009488:Neurosciences / Q000639:trends; D012737:Sex Factors; D012815:Signal Processing, Computer-Assisted; D012867:Skin / Q000473:pathology*; D012984:Software; D013690:Television; D014796:Visual Perception / Q000502:physiology; D055815:Young Adult