Issue 2, 2019

Berezka S. M., Sheresheva M. Yu. Neurophysiological methods to study consumer perceptions of television advertising content.

The paper presents the results of neuromarketing research based on the use of neurophysiological and survey methods that are aimed to identify differences in perception of dynamic advertising content for food and non-food product categories. The role of sensory sensations in consumer behavior and the potential of neurophysiological marketing tools to observe sensory effects on the consumer are considered. The results of an empirical study conducted in the laboratory of the Neurotrend company present data on the respondents’ perception of present-day commercials. To identify differences in the perception of dynamic advertising content for the categories of food and non-food products, indicators based on neurophysiological marketing research methods (electroencephalogram records, vegetative reactions and eye movement data), as well as respondents’ evaluations of advertising materials and advertised products, were used. The most strongest contrast in respondents’ perception of food and non-food advertising were obtained in terms of Interest. This neuromarketing indicator reflects an intellectual-emotional process, i. e. a motivational state that encourages cognitive activity. The study confirms that neurophysiological methods allow us to identify differences in perception of advertising materials. This indicates the importance of sensory sensations in shaping the general consumer perception as well as prospects of neuromarketing technologies as a way to overcome a number of limitations inherent in traditional consumer research methods. The obtained results form the basis for further research, including models unveiling the dependence of the neurophysiological response on the sensory profile of the product. Keywords: market research, neuromarketing, consumer behavior, advertising efficiency, sensory marketing.

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