Advertising, brand and neuromarketing or how consumer brain works

Abstract

The present paper explores the relationship between the explicit (consumer’s preference) and implicit (EEG measurement) consumers’ responses and the important role of the reward-system. In particular we analyzed the impact of reward mechanisms to support cognitive and emotive processes in evaluating consumer goods. We measured the frequency bands (delta, theta, alpha, beta) at thirty-four subjects while they saw five commercials. Finally, the subjects evaluated the goods and explained their preferences.

Keywords

• Neuromarketing
• Reward system
• Implicit
• Explicit