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Available from: Giovanni Vecchiato, Jan 27, 2014
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    • "Advertisements are intensively presented on TV programs and magazines worldwide. Recent functional neuroimaging studies have begun to investigate how commercial brand information is processed in the brain (Paulus & Frank, 2003; Deppe, Schwindt, Kugel & Kenning, 2005; Vecchiato et al., 2011a). Although the experimental designs vary, these studies report activity in ventral and/or medial prefrontal cortex during the contemplation or consumption of familiar brand-name products. "
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    ABSTRACT: In this study we investigated the cerebral activity of a group of Eastern people during the observation of a Western and an Eastern version of the same TV commercial advertising a very popular smartphone. By comparing the electroencephalographic (EEG) signals in theta, alpha and heart rate (HR) activity of the population investigated, we estimated and compared the levels of memorization, attention, pleasantness and emotion perceived. Results present and increase of the pleasantness and emotion while watching particular scenes of interest of the Eastern version of the commercial. These findings suggest that this kind of technology is able to track variation of the cerebral activity related to cognitive and emotional processing across TV commercials. Moreover, there is the possibility to investigate frame segments of particular interest for marketers that could be properly adapted according to the cultural context in which the advertising campaign will be promoted.
    Full-text · Article · Nov 2014 · Neuropsychological Trends
    • "This measure the variables of emotional processing and gather information by tracking variations of the activity of specific anatomical structures linked to the emotional processing activity in humans, such as the pre-and frontal cortex (PFC and FC, resp). Vecchiato et al., 2011 have reported, EEG technique is useful in evaluating TV commercials because it can provide a continuous record that reflects cortical arousal in response to an audiovisual stimulus. "
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    ABSTRACT: This study aims to assess commercial advertisement (Ads) using EEG signal at frontal lobes. In addendum, the behaviors of left and right hemisphere frontal cortical activities were evaluated to determine the effects of emotion during Ads. EEG signals were recorded for fifteen healthy volunteers at frontal (F3, F4, F7, F8, AF3 and AF4) lobes on the cranium for six advertisements (Animation, Narrative, Culture, Celebrities, Music, Speech marketing). Raw EEG signals were processed, artifacts were removed and relative wavelet packet energy calculation was performed. Result indicates that theta activity was significantly (p<0.05) higher in left lobe during animation and speech advertisement and lower for narrative, culture and music ads compared to right lobe. Decrease in theta activity in left and right frontal lobe reflects positive and negative emotion respectively. Study infers, narrative, celebrities and music advertisement have positive emotion (like) for viewers and animation and speech have negative emotion (dislike) for viewers. However, cultural ads don’t show any significant difference between right and left side frontal region. The result could be used to assist the advertising and help to understand the interplay of attention, emotions, and arousal—constructs of great importance to advertisers.
    No preview · Conference Paper · Oct 2014
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    • "There have been helpful but limited number of studies concerning the empirical foundations of the current status of neuromarketing as a broad research program. Different domains of cognitive activity such as consciousness (Chartrand et al. 2008; Pessiglione et al. 2008), attention (Bargh 2002), memory (Tom et al. 2007; Chessa and Murre 2007; Morrin and Ratneshwar 2003), decision-making (Plassmann et al. 2008; Chib et al. 2009), preference (Stoll et al. 2008), emotions (Groeppel-Klein 2005; Dolcos et al. 2004), sensory domains (Krishna and Morrin 2008; Morewedge et al. 2010; De Araujo et al. 2003), cultural impacts (McClure et al. 2004; Vecchiato et al. 2011) and predicting choices (Knutson et al. 2007; Levy et al. 2011; Tusche et al. 2010) have been explored and investigated. We need further scientific research, beyond these introductory academic studies in order to establish a stronger basis for the validation of the scientific background of neuromarketing. "
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    ABSTRACT: Neuromarketing is a recent interdisciplinary field which crosses traditional boundaries between neuroscience, neuroeconomics and marketing research. Since this nascent field is primarily concerned with improving marketing strategies and promoting sales, there has been an increasing public aversion and protest against it. These protests can be exemplified by the reactions observed lately in Baylor School of Medicine and Emory University in the United States. The most recent attempt to stop ongoing neuromarketing research in France is also remarkable. The pertaining ethical issues have been continuously attracting much attention, especially since the number of neuromarketing companies has exceeded 300 world-wide. This paper begins with a brief introduction to the field of neurotechnology by presenting its current capabilities and limitations. Then, it will focus on the ethical issues and debates most related with the recent applications of this technology. The French Parliament's revision of rules on bioethics in 2004 has an exemplary role in our discussion. The proposal by Murphy et al. (2008) has attracted attention to the necessity of ethical codes structuring this field. A code has recently been declared by the Neuromarketing Science and Business Association. In this paper, it is argued that these technologies should be sufficiently discussed in public spheres and its use on humans should be fully carried out according to the ethical principles and legal regulations designed in line with human rights and human dignity. There is an urgent need in the interdisciplinary scientific bodies like ethics committees monitoring the research regarding the scientific and ethical values of nonmaleficence, beneficence, autonomy, confidentiality, right to privacy and protection of vulnerable groups.
    Full-text · Article · Aug 2014 · Science and Engineering Ethics
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