EEG Spectral Dynamics of Video Commercials: Impact of the Narrative on the Branding Product Preference.
Neuromarketing has become popular and received a lot of attention. The quality of video commercials and the product information they convey to consumers is a hotly debated topic among advertising agencies and product advertisers. This study explored the impact of advertising narrative and the frequency of branding product exposures on the preference for the commercial and the branding product. We performed electroencephalography (EEG) experiments on 30 subjects while they watched video commercials. The behavioral data indicated that commercials with a structured narrative and containing multiple exposures of the branding products had a positive impact on the preference for the commercial and the branding product. The EEG spectral dynamics showed that the narratives of video commercials resulted in higher theta power of the left frontal, bilateral occipital region, and higher gamma power of the limbic system. The narratives also induced significant cognitive integration-related beta and gamma power of the bilateral temporal regions and the parietal region. It is worth noting that the video commercials with a single exposure of the branding products would be indicators of attention. These new findings suggest that the presence of a narrative structure in video commercials has a critical impact on the preference for branding products.
Design Perceptual Awareness Lab (D:PAL), National Taiwan University of Science and Technology (Taiwan Tech), Taipei, Taiwan.|The Department of Industrial and Communication Design, National Taiwan University of Science and Technology (Taiwan Tech), Taipei, Taiwan.
Regina W Y
RW
Wang
Design Perceptual Awareness Lab (D:PAL), National Taiwan University of Science and Technology (Taiwan Tech), Taipei, Taiwan.|The Department of Industrial and Communication Design, National Taiwan University of Science and Technology (Taiwan Tech), Taipei, Taiwan.
Yu-Ching
YC
Chang
Design Perceptual Awareness Lab (D:PAL), National Taiwan University of Science and Technology (Taiwan Tech), Taipei, Taiwan.|Taiwan Building Technology Center, National Taiwan University of Science and Technology (Taiwan Tech), Taipei, Taiwan.
Shang-Wen
SW
Chuang