peak emotions during branding moments as key indicators
Tomaž Kolar (Author), Zenel Batagelj (Author), Ismir Omeragić (Author), Melika Husić-Mehmedović (Author)

Abstract

Existing literature compares neuromarketing and traditional methods, making the questionable assumption that these are monolithic measurement alternatives all serving the same, predictive purpose. This study examines and empirically challenges this notion by relying on a neuroscientific perspective and a robust empirical study to examine the correspondence of expanded sets of diverse electroencephalogram (EEG) and survey advertising indicators. The key findings are that EEG and survey indicators measure different kinds of emotions (and attention) and that the newly developed, momentary EEG indicators are superior to the conventional, aggregated ones. The findings suggest that moment-to-moment EEG advertising indicators, such as peak emotions during branding moments, distinctively enhance advertising effectiveness evaluation and enhancement.

Keywords

trženje;blagovne znamke;vedenje potrošnikov;marketing;brands;consumer behaviour;

Data

Language: English
Year of publishing:
Typology: 1.01 - Original Scientific Article
Organization: UL EF - Faculty of Economics
UDC: 339.138
COBISS: 78349827 Link will open in a new window
ISSN: 0021-8499
Views: 198
Downloads: 116
Average score: 0 (0 votes)
Metadata: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Other data

Secondary language: Slovenian
Secondary keywords: trženje;blagovne znamke;vedenje potrošnikov;
Type (COBISS): Article
Pages: str. 365-381
Volume: ǂVol. ǂ61
Issue: ǂiss. ǂ4
Chronology: Dec. 2021
DOI: 10.2501/JAR-2021-014
ID: 14110146
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