The added value of the electrical neuroimaging for the evaluation of marketing stimuli

Abstract

There is a large interest in the marketing world to use the neuroimaging tools as a possible aid to evaluate the efficacy of a commercial advertisement. Such an area of study is called "neuromarketing". Here we illustrate some applications of electrical neuroimaging, a discipline using EEG and intensive signal processing techniques for the evaluation of such marketing stimuli. We will show which kind of information is possible to gather with these methodologies while persons are watching marketing relevant stimuli. Such information is related to the memorization and attention of commercial advertisements. We noted that temporal and frequency patterns of EEG signals are able to return descriptors of cognitive process in subjects that watched such commercial announcements. The described EEG methodologies could be then employed both to better design new products that are going to be promoted on the market as well as to analyse the global cognitive impact of commercial videos already broadcasted.