Cognitive neuroscience techniques in determining the right time of advertising

Abstract

Cognitive neuroscience techniques are used in many different domains. Among them is marketing research. The general assumption driving such research is that human brain activity can provide marketers with information that cannot be obtained otherwise. The aim of this article is to show, how cognitive neuroscience techniques and neurometrics can be helpful in determining the appropriate time for advertising a product. The study was conducted with the use of the advertisement for dietary supplement enhancing the cognitive abilities. The experiment presented in the paper consists of two parts. The first one was conducted two months before the exams and the second one - during exams It was arranged this way to check, if the students would show more interest in the advertisement when they have examinations (in the "right" time) and if the neurometric indexes are able to capture such interest by showing statistically significant difference between these two periods.