IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v84y2025ics0969698924004715.html
   My bibliography  Save this article

Neuro-signaling techniques in advertisement endorsements: Unveiling consumer responses and behavioral trends

Author

Listed:
  • Adalarasu, K.
  • Ghousiya Begum, K.
  • Vishnu Priyan, M.
  • Devendranath, C.
  • Sriram, G.V.

Abstract

Advertising agencies often debate the value of video advertisements and the information they provide customers. Advertising aims to persuade potential customers to buy a product or service to facilitate its industrial trade. Research has to be done further to understand the fundamental mechanisms influencing consumer shopping behavior and how advertising influences it. So, an attempt has been made for the first time to understand the brain activities influenced by viewing different advertisement genres. The approach determines how viewers responded to TV advertisements using electroencephalography (EEG) biomarkers and how different commercial genres and their contents affected viewers’ neural functions. Twenty-two volunteers participated, watching video commercials with celebrities, animals, dialogues, animation and jingle advertisements ranging from 50 to 90 s. EEG signals have been recorded in 14 electrode locations while watching advertisements; raw signals are pre-processed, and 19 features are extracted using wavelet decomposition techniques.

Suggested Citation

  • Adalarasu, K. & Ghousiya Begum, K. & Vishnu Priyan, M. & Devendranath, C. & Sriram, G.V., 2025. "Neuro-signaling techniques in advertisement endorsements: Unveiling consumer responses and behavioral trends," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    • Handle: RePEc:eee:joreco:v:84:y:2025:i:c:s0969698924004715
    DOI: 10.1016/j.jretconser.2024.104175
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698924004715
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2024.104175?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:84:y:2025:i:c:s0969698924004715. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.