IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-030-30251-1_18.html
   My bibliography  Save this book chapter

Measuring Neurophysiological Signals, Fixations and Self-report Data for Product Placement Effectiveness Assessment in Music Videos

In: Experimental and Quantitative Methods in Contemporary Economics

Author

Listed:
  • Ana C. Martinez-Levy

    (Sapienza University of Rome
    BrainSigns Srl)

  • Giulia Cartocci

    (Sapienza University of Rome
    BrainSigns Srl)

  • Enrica Modica

    (Sapienza University of Rome)

  • Dario Rossi

    (Sapienza University of Rome)

  • Marco Mancini

    (BrainSigns Srl)

  • Arianna Trettel

    (BrainSigns Srl)

  • Fabio Babiloni

    (Sapienza University of Rome
    BrainSigns Srl
    University Hangzhou Dianzi)

  • Patrizia Cherubino

    (Sapienza University of Rome
    BrainSigns Srl)

Abstract

Product placement is a marketing technique that, by inserting products into a narrative structure, constitutes a likely effective tool to increase the visibility and notoriety of a brand. For years, the opportunities for product placement in music videos were limited. Recently, there has been a growth of interest for this tool/advertising modality since the digital community allowed the possibility to move videos from television to the Internet. The scope of the present study is to investigate the effectiveness of the product placement in music videos. An electroencephalographic (EEG) index called mental effort (ME) has been analyzed, in addition to the emotional index (EI), calculated by the combination of galvanic skin response (GSR) and heart rate (HR) signals. Self-report responses have also been collected through an online questionnaire and interviews, since one experimental question was to investigate whether viewing a video containing a commercial product could influence the declared recall of the product inserted in it and the spontaneous recall of the video itself. Furthermore, fixations related to the product inserted in videos have been obtained by the eye-tracking technique (ET). Higher values of the ME (p = 0.016) and EI (p = 0.033) have been found for videos with product placement in comparison to videos without it. In addition, results show that the number of fixations affects the recall of the showed products (p

Suggested Citation

  • Ana C. Martinez-Levy & Giulia Cartocci & Enrica Modica & Dario Rossi & Marco Mancini & Arianna Trettel & Fabio Babiloni & Patrizia Cherubino, 2020. "Measuring Neurophysiological Signals, Fixations and Self-report Data for Product Placement Effectiveness Assessment in Music Videos," Springer Proceedings in Business and Economics, in: Kesra Nermend & Małgorzata Łatuszyńska (ed.), Experimental and Quantitative Methods in Contemporary Economics, chapter 0, pages 251-263, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-30251-1_18
    DOI: 10.1007/978-3-030-30251-1_18
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    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:spr:prbchp:978-3-030-30251-1_18. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.