Gender and Age Related Effects while Watching TV Advertisements: An EEG Study

Giulia Cartocci, Patrizia Cherubino, Dario Rossi, Enrica Modica, Anton Giulio Maglione, Gianluca Di Flumeri, Fabio Babiloni

Research output: Contribution to journalArticlepeer-review

Abstract

The aim of the present paper is to show how the variation of the EEG frontal cortical asymmetry is related to the general appreciation perceived during the observation of TV advertisements, in particular considering the influence of the gender and age on it. In particular, we investigated the influence of the gender on the perception of a car advertisement (Experiment 1) and the influence of the factor age on a chewing gum commercial (Experiment 2). Experiment 1 results showed statistically significant higher approach values for the men group throughout the commercial. Results from Experiment 2 showed significant lower values by older adults for the spot, containing scenes not very enjoyed by them. In both studies, there was no statistical significant difference in the scene relative to the product offering between the experimental populations, suggesting the absence in our study of a bias towards the specific product in the evaluated populations. These evidences state the importance of the creativity in advertising, in order to attract the target population.

Original languageEnglish
Article number3795325
JournalComputational Intelligence and Neuroscience
Volume2016
DOIs
Publication statusPublished - 2016
Externally publishedYes

ASJC Scopus subject areas

  • Computer Science(all)
  • Mathematics(all)
  • Neuroscience(all)

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