Notes

Audio content (e.g. podcasts) may have the potential to create stronger connections with consumers, even if their stated preference is for video content.

Does music in commercials create stronger connections to the product than without music?

https://cxl.com/blog/neuromarketing-research/


Our level of engagement or emotional arousal in relation to a product is invaluable to the advertiser. If, for example, the consumer experiences high levels of frustration in response to your product then there is evidently an issue with usability you may wish to address. EEG may be used to evaluate consumer satisfaction. In one study EEG was used to evaluate satisfaction with a dermatological treatment. They found that customer satisfaction correlated with activation in the neural circuits involved in evaluating facial beauty.

Takeaway: Like fMRI, EEG can shed light on the most effective ways of advertising (amongst other uses). If you’re interested in how EEG can be used in conjunction with iMotions software then check out this link.

satisfaction after a commercial?

https://hbr.org/2019/01/neuromarketing-what-you-need-to-know



2. Setting an Example: The Importance of Female Superheros
Continuing on the topic of using neuroscience to affect positive change, iMotions recently partnered with Screen Engine/ASI, BBC America, and the Women’s Media Center to understand how various depictions of female superheroes are experienced by teenage males and females.

In the latest installment of BBC’s wildly-popular Dr. Who series, the main character was being portrayed by a woman for the first time in the show’s decades-long run. In addition to wanting to know how the “female Doctor” would be received by audiences, BBC, SE/ASI, and the WMC wanted to know how portrayals of superheroes – both male and female – impacted measures like self-esteem and self-confidence in younger demographics who looked to superheroes as role models.

The researchers tested a variety of TV trailers for programs anchored by superheroes like The Flash, Supergirl, Wonder Woman, and Luke Cage. An audience of late-adolescent males and females watched the trailers while the researchers measured their EDA, facial expressions, and visual attention (using eye tracking).

iMotions screen viewing

One of the key findings from the research was that young women responded much more favorably to depictions of female superheroes acting, well – like superheroes. Supergirl saving a plane from crashing, for example, resonated strongly with both female and male audiences. Conversely, the sexualization of female leads consistently led female viewers to tune out.

The use of neuroscience tools in this study revealed important guard rails around the most effective creative treatment of female superheroes. The researchers hope that this investigation will help generate change in the approach to storytelling in TVs and movies, and that the increased prevalence of female superheroes will continue to provide role models to a younger generation of female viewers.

https://imotions.com/blog/neuromarketing-research/