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首页> 外文期刊>Journal of Behavioral and Brain Science >Neuromarketing: Neurocode-Tracking in Combination with Eye-Tracking for Quantitative Objective Assessment of TV Commercials
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Neuromarketing: Neurocode-Tracking in Combination with Eye-Tracking for Quantitative Objective Assessment of TV Commercials

机译：神经营销：将神经代码跟踪与眼动跟踪相结合以对电视广告进行定量客观评估

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The term “neuromarketing” suggests a combination of marketing research and brain research. Within marketing research, objective assessment of TV commercials is performed by use of Eye-Tracking devices. Brain research has been dominated by NMRI technologies during the last years. However, information content and time resolution are much better when monitoring electric activity by spectral analysis. The current experimental approach was initiated in order to test the combination of a newly developed EEG technology (Neurocode-Tracking) with commercially available Eye-Tracking. Ten male subjects were exposed to a reference recording condition (watching a fixed cross on the screen) followed by 5 TV commercials representing 5 different banks. Video films obtained from Eye-Tracking (so-called heat maps) were synchronized with the results of Neurocode-Tracking in form of a second video with a time resolution of 364 ms per image. Spectral power analysis of the EEG in different brain regions allowed for assessment of single scenes for cognitive and emotional responses. Averaging of data over the whole time course gave information on mental activation, attention, visual perception, memory, pleasure and tension. Comparison of the 5 commercials to reference recording revealed the clip of the Targo-Bank having the highest values with respect to mental activation and attention.These experiments have proven that the combination of Neurocode-Tracking with Eye-Tracking can be successfully used in advertisement research and gives valid information on individual as well as group dependent cognitive and emotional responses leading to objective assessment of TV commercials.
机译：“神经营销”一词表示营销研究和大脑研究相结合。在市场研究中，电视广告的客观评估是通过使用眼动仪进行的。在过去的几年中，大脑研究一直由NMRI技术主导。但是，通过频谱分析监视电活动时，信息内容和时间分辨率要好得多。启动当前的实验方法是为了测试新开发的EEG技术（神经编码跟踪）与可商购的眼动跟踪的结合。十名男性受试者被暴露在参考录制条件下（观看屏幕上的固定十字），随后是代表5个不同银行的5个电视广告。从“眼动追踪”获得的视频胶片（所谓的“热图”）以第二个视频的形式与“神经编码跟踪”的结果同步，每个视频的时间分辨率为364 ms。脑电波在不同大脑区域的谱功率分析可以评估单个场景的认知和情感反应。在整个时间过程中对数据进行平均可以得出有关精神激活，注意力，视觉感知，记忆，愉悦和紧张的信息。通过对5个广告素材与参考记录的比较，发现Targo-Bank的片段在精神激活和注意力方面具有最高价值。这些实验证明，将Neurocode-Tracking与Eye-Tracking结合使用可以成功地用于广告研究中并提供有关个人以及与群体有关的认知和情感反应的有效信息，从而可以对电视广告进行客观评估。

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