Neuroscience and adversting. Attention, emotion and their relation with the awards received at Cannes International Advertising Awards

Authors

  • Alejandro Tapia Frade Universidad Loyola Andalucía
  • Elena Martín Guerra Sociograph Neuromarketing
  • Jose Enrique Puente Sociograph Neuromarketing

Abstract

One of the most recurrent issues in advertising is related to effectiveness. Sometimes the obtained advertising awards are used as a measure of success. However, the psychological processes of attention and excitement recorded by the spots seem to be a more reliable indicator for measuring success, even more so considering the importance of these two mental processes in the generation of memories by the target audience.

Thus, in this work we measured electro-dermal activity in a group of 22 people to analyze their attention and emotion levels while they were watching Cannes Advertising Awards.

Later this measurement was related to the prize awarded at the Cannes Film Festival 2002 (Golden, Silver or Bronze Lions) to investigate if the spots with Gold awards obtained higher levels of attention and emotion.

The results show significant relation between higher rates of change in attention and receiving a gold award. Moreover, higher emotion levels and better prizes obtained were also significantly related (gold award announcements had significantly higher levels of emotion than the spots where silver awards were obtained, and these higher than where they won bronze awards).

Keywords

neuroscience, attention, emotion, advertising, Cannes

References

ANDREU-SÁNCHEZ, C.; Contreras-Gracia, A.; Martín Pascual, M. A. (2014). «Situación del neuromarketing en España». El Profesional de la Información. Vol. 2, núm. 23, págs. 151-157. <http://dx.doi.org/ 10.3145/epi.2014.mar.07>

AIGER, M.; PALACÍN, M.; CORNEJO, J. M. (2013). «La señal electrodérmica mediante Sociograph: metodología para medir la actividad grupal». Revista Internacional de Psicología Social: International Journal of Social Psichology. Vvol. 28, núm. 3, págs. 333-347. <http://dx.doi.org/10.1174/021347413807719102>

BEER, J. S.; LOMBARDO, M. V. (2007). «Insights into Emotion Regulation from Neuropsychology». En: J. Gross (ed.). Handbook of Emotion Regulation. Guilford Press.

GARZÓN, A. (2008). «Teoría y práctica de la psicología política». Información Psicológica. Núm. 93, págs. 4-25.

MARTÍNEZ HERRADOR, J. L [et al.] (2008). «Análisis de la atención y la emoción en el discurso político a partir de un nuevo sistema de registro psicofisiológico y su aplicación a las ciencias políticas». DPSA. Documentos de trabajo del Departamento de Psicología Social y Antropología. núm. 2.

MARTÍNEZ HERRADOR, J. L.; MONGE BENITO, S.; VALDUNQUILLO CARLÓN, M. I. (2012). «Medición de las respuestas psicofisiológicas grupales para apoyar el análisis de discursos políticos». Trípodos. Núm. 29, págs. 53-72.

MORIN, C. (2011). «Neuromarketing: The New Science of Consumer Behavior». Symposium: Consumer culture in global perspective, págs. 131-135. <http://dx.doi.org/10.1007/s12115-010-9408-1>

NIKULA, R. (2007). «Psychological Correlates of Nonspecific Skin Conductance Response». Psichophysiology. Vol. 28, núm. 1, págs. 86-90. <http://dx.doi.org/10.1111/j.1469-8986.1991.tb03392.x>

OXLEY, D. R. (2008). «Political Attitudes Vary with Physiological Traits». Science. Núm. 321, págs. 1.667-1.670. <http://dx.doi.org/10.1126/science.1157627>

TORREBLANCA, F. [et al.] (2012). Neuromarketing: la emocionalidad y la creatividad orientadas al comportamiento del consumidor [en línea]. 3Ciencias, Revista de Investigación. [Fecha de consulta: 1 de mayo de 2015]. <http://hdl.handle.net/10251/34357>

TOUHAMI, Z. O. [et al.] (2011). «Neuromarketing: Where marketing and neuroscience meet». African Journal of Business Management. Vol. 5, núm. 5, págs. 1.528-1.532. <http://dx.doi.org/10.5897/AJBM10.729>

Author Biographies

Alejandro Tapia Frade, Universidad Loyola Andalucía

Profesor Adjunto

Departamento de Comunicación y Educación-

Universidad Loyola Andalucía

Elena Martín Guerra, Sociograph Neuromarketing

CEO y Co-Founder

Sociograph Neuromarketing

Jose Enrique Puente, Sociograph Neuromarketing

Estadístico.

Responsable Depto Análisis.

Sociograph Neuromarketing

Published

01-06-2016

Downloads

Download data is not yet available.