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How Moment-to-Moment EEG Measures Enhance Ad Effectiveness Evaluation

Peak Emotions during Branding Moments As Key Indicators

Tomaž Kolar, Zenel Batagelj, Ismir Omeragić, Melika Husić-Mehmedović
DOI: 10.2501/JAR-2021-014 Published 1 December 2021
Tomaž Kolar
School of Economics and Business, University of Ljubljana,
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  • For correspondence: tomaz.kolar@ef.uni-lj.si
Zenel Batagelj
VALICON,
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  • For correspondence: zenel.batagelj@valicon.net
Ismir Omeragić
VALICON,
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  • For correspondence: ismir.omeragic@valicon.net
Melika Husić-Mehmedović
School of Economics and Business, University of Sarajevo,
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  • For correspondence: melika.husic@efsa.unsa.ba
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Abstract

Existing literature compares neuromarketing and traditional methods, making the questionable assumption that these are monolithic measurement alternatives all serving the same, predictive purpose. This study examines and empirically challenges this notion by relying on a neuroscientific perspective and a robust empirical study to examine the correspondence of expanded sets of diverse electroencephalogram (EEG) and survey advertising indicators. The key findings are that EEG and survey indicators measure different kinds of emotions (and attention) and that the newly developed, momentary EEG indicators are superior to the conventional, aggregated ones. The findings suggest that moment-to-moment EEG advertising indicators, such as peak emotions during branding moments, distinctively enhance advertising effectiveness evaluation and enhancement.

  • Received October 12, 2019.
  • Received (in revised form) February 12, 2021.
  • Accepted March 9, 2021.
  • Copyright © 2021 ARF. All rights reserved.
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Vol 61 Issue 4

Journal of Advertising Research: 61 (4)
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How Moment-to-Moment EEG Measures Enhance Ad Effectiveness Evaluation
Tomaž Kolar, Zenel Batagelj, Ismir Omeragić, Melika Husić-Mehmedović
Journal of Advertising Research Dec 2021, 61 (4) 365-381; DOI: 10.2501/JAR-2021-014

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How Moment-to-Moment EEG Measures Enhance Ad Effectiveness Evaluation
Tomaž Kolar, Zenel Batagelj, Ismir Omeragić, Melika Husić-Mehmedović
Journal of Advertising Research Dec 2021, 61 (4) 365-381; DOI: 10.2501/JAR-2021-014
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