Analysis of the residual effect using neuromarketing technology in audiovisual content entrepreneurship

Abstract

Considering the informational overwhelm of the last few years and given the rise in new entrepreneurship of communication means, the optimization of commercial communication's marketing has become one of the primary objectives of marketing strategy. The quantitative computation of the number of impacts has been rendered insufficient for evaluating and planning a communication campaign. Strategic planning relies on increasingly more precise models for determining the desired formula. These models do not typically take the physiological parameter essential to decision-making into account: emotion. The technologies applied to the new methodologies that neuromarketing brings rely on great support from theorists and professionals, even though hardly any studies that center on strategic planning media exist. In this study, we present an analysis of the residual effect and the distortion of erroneous attribution stemming from neuromarketing's own technologies with the objective of analyzing the influence of adjacent content items on the subject's decision-making process. Cross-technologies were used: EEG and GSR, with the goal of analyzing the subject's emotional activation and motivation. The results demonstrate an emotional dragging effect and the appearance of bias of attribution with very significant values in every case, showing notable differences regarding the nature and polarity of emotions.

Keywords

• Advertising
• Communication entrepreneurship
• Technology
• Neuromarketing
• Consumer psychology
• Strategic media planning