Measuring Emotional Response through Neuromarketing: Study of Advertisements and Its Influence on Customer Purchasing Choice
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Date
2020
Authors
Tabassum Bashir
Journal Title
Journal ISSN
Volume Title
Publisher
UMT, Lahore
Abstract
This current research is aim to study the Measuring Emotional Response through
Neuromarketing Study of Advertisements and Its Influence on Customer Purchasing Choice. The
objective of this thesis is to initiate development of a valid and reliable measurement process to
assess a viewer's emotional response to television advertising through neuromarketing. The
development of this measure is based on current psychological theories about the emotional
process, and takes advantage of current methods available to measure emotional response. The
goals for the measurement process are to provide information on emotional response to television
advertising from two diverse sources, automatic real-time response, and cognitive after-the- fact
responses.
The selection of instruments to meet these goals first involved a review of the
psychological literature on emotional theory to provide direction on defining what an emotional
response is, and how the emotional subcomponents relate. This provides direction for evaluating
the instruments available for measuring emotional response through neuromarketing, and selecting
two that will satisfy the above goal. The use of these measurement instruments in a pretest is then
outlined, and the thesis concludes with directions for future research.
The usefulness of combining measures should be explored through a pretest. In designing
the pretest, the success in capturing specific emotional responses attributable to the advertisement
will depend on the setting used, the selection of advertisements and the program these
advertisements are embedded in. The setting should copy a normal viewing environment to
encourage normal behavior in subjects. The advertisements used should maximize the variability
in emotional response, while being new to the subjects to avoid frequency biases. The program
should be carefully selected to avoid content effects
To structure and delineate areas for new research, emotional response to television
advertising can be approached from the viewpoint of what could impact or influence the response.
This leads to the definition of the following areas of influence: the advertisement; the group of
advertisements the advertisement is placed in; the program; the viewing environment; and the
viewer.