Right evaluation of marketing stimuli with neuroscience. An electroencephalography experiment

Emotional valence is very important in order to create the imprint of the memory of brands and companies in the minds of consumers and to create an adequate perception of companies and influence their purchasing decisions. Therefore, it is a main objective of neuromarketing and neuromanagement. A ve...

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Autor principal:	Antonio González-Morales
Formato:	article
Lenguaje:	EN
Publicado:	Elsevier 2020
Materias:	M31 M37 C91 Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990
Acceso en línea:	https://doaj.org/article/fc4bb12953d345a0a6b6b4c066e3a77f
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spelling	oai:doaj.org-article:fc4bb12953d345a0a6b6b4c066e3a77f2021-12-01T05:03:26ZRight evaluation of marketing stimuli with neuroscience. An electroencephalography experiment2451-958810.1016/j.chbr.2020.100030https://doaj.org/article/fc4bb12953d345a0a6b6b4c066e3a77f2020-08-01T00:00:00Zhttp://www.sciencedirect.com/science/article/pii/S2451958820300300https://doaj.org/toc/2451-9588Emotional valence is very important in order to create the imprint of the memory of brands and companies in the minds of consumers and to create an adequate perception of companies and influence their purchasing decisions. Therefore, it is a main objective of neuromarketing and neuromanagement. A very suitable method in neuromarketing and neuromanagement studies is the ecological electroencephalography paradigm (in time domain). Confirming that ecological electroencephalography is useful to appreciate the valence generated with visual stimuli in marketing actions is the problem of this experiment. Therefore, the objective of this work is to confirm or refute the hypotheses that have been raised in this regard. Since the theoretical corpus included in this work has been obtained mainly by functional magnetic resonance imaging and other electroencephalography techniques in addition to ecological electroencephalography, this knowledge is sometimes directly assumed for EEG in general and is sometimes not very precise. It has been found that stimuli with positive valence generate more brain activity in the left hemisphere than in the right, as proposed by the first hypothesis. However, negative valence stimuli do not generate greater brain activity in the right hemisphere than in the left, as proposed by the second hypothesis.Antonio González-MoralesElsevierarticleM31M37C91Electronic computers. Computer scienceQA75.5-76.95PsychologyBF1-990ENComputers in Human Behavior Reports, Vol 2, Iss , Pp 100030- (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	M31 M37 C91 Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990
spellingShingle	M31 M37 C91 Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990 Antonio González-Morales Right evaluation of marketing stimuli with neuroscience. An electroencephalography experiment
description	Emotional valence is very important in order to create the imprint of the memory of brands and companies in the minds of consumers and to create an adequate perception of companies and influence their purchasing decisions. Therefore, it is a main objective of neuromarketing and neuromanagement. A very suitable method in neuromarketing and neuromanagement studies is the ecological electroencephalography paradigm (in time domain). Confirming that ecological electroencephalography is useful to appreciate the valence generated with visual stimuli in marketing actions is the problem of this experiment. Therefore, the objective of this work is to confirm or refute the hypotheses that have been raised in this regard. Since the theoretical corpus included in this work has been obtained mainly by functional magnetic resonance imaging and other electroencephalography techniques in addition to ecological electroencephalography, this knowledge is sometimes directly assumed for EEG in general and is sometimes not very precise. It has been found that stimuli with positive valence generate more brain activity in the left hemisphere than in the right, as proposed by the first hypothesis. However, negative valence stimuli do not generate greater brain activity in the right hemisphere than in the left, as proposed by the second hypothesis.
format	article
author	Antonio González-Morales
author_facet	Antonio González-Morales
author_sort	Antonio González-Morales
title	Right evaluation of marketing stimuli with neuroscience. An electroencephalography experiment
title_short	Right evaluation of marketing stimuli with neuroscience. An electroencephalography experiment
title_full	Right evaluation of marketing stimuli with neuroscience. An electroencephalography experiment
title_fullStr	Right evaluation of marketing stimuli with neuroscience. An electroencephalography experiment
title_full_unstemmed	Right evaluation of marketing stimuli with neuroscience. An electroencephalography experiment
title_sort	right evaluation of marketing stimuli with neuroscience. an electroencephalography experiment
publisher	Elsevier
publishDate	2020
url	https://doaj.org/article/fc4bb12953d345a0a6b6b4c066e3a77f
work_keys_str_mv	AT antoniogonzalezmorales rightevaluationofmarketingstimuliwithneuroscienceanelectroencephalographyexperiment
_version_	1718405580267192320

Right evaluation of marketing stimuli with neuroscience. An electroencephalography experiment

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