Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

Giulia Cartocci; Myriam Carat&#249;; Enrica Modica; Anton Giulio Maglione; Dario Rossi; Patrizia Cherubino; Fabio Babiloni

doi:10.3791/55872

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Eletroencefalográficos, frequência cardíaca e avaliação de resposta galvânica da pele para uma percepção de publicidade estudam: aplicativo para anúncios de anti-tabagismo serviço público

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

JoVE Journal
Neurociência

This content is Free Access.

JoVE Journal Neurociência

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

Eletroencefalográficos, frequência cardíaca e avaliação de resposta galvânica da pele para uma percepção de publicidade estudam: aplicativo para anúncios de anti-tabagismo serviço público

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14,349 Views

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06:39 min

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August 28, 2017

DOI:

10.3791/55872-v

DOI:

10.3791/55872-v

•

06:39 min

August 28, 2017

•

14348 Views

¹Department of Molecular Medicine,Sapienza University of Rome ²Department of Communication and Social Research,Sapienza University of Rome ³Department of Anatomical, Histological, Forensic, and Orthopedic Sciences,Sapienza University of Rome ⁴BrainSigns SRL

Transcrição

The overall goal of this electroencephalographic, heart rate, and galvanic skin response assessment is to study and measure the unconscious neurophysiological perception of advertising and, particularly, of public service announcements.This method can help us come up with key questions in the neuroscience field, such as the assessment of the cognitive and emotional reaction to advertising as well as its impact in the population subgroups.The main advantage of this technique is that it enables the measurements of neurophysiological unconscious, reactions to the stimuli, and obtains significant results, even with a number of participants lower than that required in traditional marketing researches.Describing and illustrating the procedure would be Anton Giulio Maglione and Enrica Modica, which are out two bioengineering researcher in my lab, as well as Myriam Carat

Summary

O protocolo seguinte descreve uma série de etapas operacionais e computacionais necessárias para estimar corretamente a reação emocional e cerebral de um grupo de indivíduos para um número selecionado de anúncios de serviço público (PSA) contra o tabagismo, foi ao ar em os EUA e a Europa durante o período de 1998 a 2015.