Cognitive Neuroscience Techniques in Examining the Effectiveness of Social Advertisements
作者： Mateusz Piwowarski
DOI: 10.1007/978-3-319-62938-4_22
关键词:
摘要: Advertising broadcast within the scope of conducted social campaigns is usually intended to shape certain attitudes about important challenges. One manners for verifying effectiveness advertisements refers examination recipients’ reactions, verification whether a threshold means expression has been achieved. With that regard advertisement promoting electrical energy saving and its supplier analyzed. Cognitive neuroscience techniques, such as EEG, GSR HR have used. Individual shots advertising spot were verified with their impact on interest, remembering emotions recipient.
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