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The Cognitive Neuroscience Methods in the Analysis of the Impact of Advertisements in Shaping People's Health Habits

Author

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  • Mateusz Piwowarski
  • Uma Shankar Singh
  • Kesra Nermend

Abstract

Purpose: The aim of the article is to present the use of selected techniques of cognitive neuroscience (EEG, GSR, HR) to study the effectiveness of social advertising in the context of promoting a healthy lifestyle. The respondents' reactions (emotions, remembering, interest) to individual fragments of the advertisement will be analyzed. The results of neural and psychophysiological measurements will be compared with the survey participants' answers provided in the survey (after the study with EEG, GSR, etc.). Design/Methodology/Approach: The cognitive neuroscience methods, allow building knowledge about human and its behavior at the level of internal psychophysiological and cognitive processes before they are integrated and verbalized in the form of an opinion or judgment on a given topic. Findings: The developments of cognitive neuroscience technique have made this discipline applicable to more and more new areas of research. These possibilities are mainly the outcome of the development in techniques for measuring brain activity and their combinations with other technologies, eg biometric measurements. They allow to correlate various mental functions with physiological sensations. Practical implications: One of the applications is to study the impact of social health-promoting advertisements (healthy lifestyle, vaccinations, etc.) on recipients. A well-conducted social campaign with the proper design of an information message (advertisement) can directly transform it into shaping healthy life habits among people. Originality/Value: The research will allow the verification of the idea proposed by the researcher to promote healthy life habits among people.

Suggested Citation

  • Mateusz Piwowarski & Uma Shankar Singh & Kesra Nermend, 2019. "The Cognitive Neuroscience Methods in the Analysis of the Impact of Advertisements in Shaping People's Health Habits," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 457-471.
    • Handle: RePEc:ers:journl:v:xxii:y:2019:i:4:p:457-471
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    References listed on IDEAS

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    1. Mateusz Piwowarski, 2017. "Cognitive Neuroscience Techniques in Examining the Effectiveness of Social Advertisements," Springer Proceedings in Business and Economics, in: Kesra Nermend & Małgorzata Łatuszyńska (ed.), Neuroeconomic and Behavioral Aspects of Decision Making, chapter 0, pages 341-352, Springer.
    2. Dominika Maison & Tomasz Oleksy, 2017. "Validation of EEG as an Advertising Research Method: Relation Between EEG Reaction Toward Advertising and Attitude Toward Advertised Issue (Related to Political and Ideological Beliefs)," Springer Proceedings in Business and Economics, in: Kesra Nermend & Małgorzata Łatuszyńska (ed.), Neuroeconomic and Behavioral Aspects of Decision Making, chapter 0, pages 273-291, Springer.
    3. Uwe Dulleck & Markus Schaffner & Benno Torgler, 2014. "Heartbeat and Economic Decisions: Observing Mental Stress among Proposers and Responders in the Ultimatum Bargaining Game," PLOS ONE, Public Library of Science, vol. 9(9), pages 1-9, September.
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    Cited by:

    1. Uma Shankar Singh & Małgorzata Rutkowska & Paweł Bartoszczuk, 2022. "Renewable Energy Decision Criteria on Green Consumer Values Comparing Poland and India Aligned with Environment Policy for Sustainable Development," Energies, MDPI, vol. 15(14), pages 1-26, July.
    2. Hsu, Liwei & Chen, Yen-Jung, 2020. "Neuromarketing, subliminal advertising, and hotel selection: An EEG study," Australasian marketing journal, Elsevier, vol. 28(4), pages 200-208.
    3. Swapnil Singh & Uma Shankar Singh & Malgorzata Nermend, 2022. "Sustainability in a Digitized Era Analyzing the Moderation Effect of Social Strata and Digital Capital Dependence on Digital Divide," Sustainability, MDPI, vol. 14(21), pages 1-22, November.
    4. Jaroslaw Korpysa & Uma Shankar Singh & Swapnil Singh, 2023. "Validation of Decision Criteria and Determining Factors Importance in Advocating for Sustainability of Entrepreneurial Startups towards Social Inclusion and Capacity Building," Sustainability, MDPI, vol. 15(13), pages 1-21, June.
    5. Uma Shankar Singh & Malgorzata Nermend & Swapnil Singh, 2022. "Nurturing Green Consumer Values and Renewable Energy Reliance through Societal Education in Uttar Pradesh for Inclusive Capacity Building," Energies, MDPI, vol. 16(1), pages 1-26, December.

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    More about this item

    Keywords

    Advertisement; health behavior; cognitive neuroscience methods; EEG; GSR;
    All these keywords.

    JEL classification:

    • D87 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Neuroeconomics
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior

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