Marketers now know that emotional experience is a key component driving impactful attention, memory, and attitude shift which in turn influence purchase decisions. Traditional market research methods can’t offer an insightful overview of what’s happening in the brain during exposure to advertising. Neuromarketing is becoming a more popular and effective method.
Eye tracking can help to track how consumers extract and accumulate information from the ad. Size, color, and placing of different ad elements shape accuracy and latency of ad’s memorability. Not much is known about attention transfer in complex scenes, so how should advertisers decide how to combine pictorial, text, and branding elements to reach maximum impact? It can be done by using glasses with integrated cameras or a screen-based eye tracker.
Facial expressions are so informative and truthful because they are easily visible to others, occur spontaneously, and are hard to control. Not only the presence but also the absence of emotional expressions can be used to determine spontaneous reactions to advertising material. Software companies such as Affectiva or the recently acquired Emotient, allow to identify and track emotions from the beginning to the end of a commercial.
EEG (Electroencephalogram) can be used to track millisecond by millisecond changes in brain activity. It can give information about implicit memory processes, but also measure emotional intensity and valence. Standard academic 64 or 128 channel EEG headsets might be impractical for commercial practices. simplified 14 channel versions, like for instance the Emotive, were proven to be an insightful and cost-effective choice to tap into the unconscious.
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https://imotions.com/blog/neuromarketing-technologies