Browsing by Subject "Neuromarketing"

Now showing 1 - 4 of 4
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    An implicit research methodology to evaluate advertising effectiveness in Esports streaming based on viewers’ gaze, cognitive and emotional responses
    (Universidad de Murcia, Servicio de Publicaciones, 2022) Giakoni, Frano; López, María; Segado, Francisco; Manzanares, Aarón; Mínguez, Javier
    It is difficult to assess the real effectiveness of the sponsorship of esports for a brand. An initial approach would be to calculate the visibility of the brands’ ads during a broadcast, which is usually characterized in terms of exposition time. Classically, this time was computed manually by visual inspection, but computer vision algorithms have recently automated this process, providing some sort of cost effectiveness parameter. This study goes a step further by proposing a new and complementary research methodology to assess the effectiveness of ads in esports, based on implicit research techniques such as electroencephalogram, galvanic skin response, eye-tracking, and analysis of the gaze behavior of the viewers, along with their emotional and cognitive states. Although there is no scarcity of studies on market investigation and advertising employing these research methodologies, these have not been applied to esports research yet. This study reports the implementation of this methodology in a case study with 48 participants during a given esports match. It is also demonstrated how these new metrics, which capture the non-conscious states of viewers, can be used to assess the performance of ads (in this case, brand logos). Additionally, it is shown how ad exposition time (widely accepted metric to assess ad effectiveness) presents an error of 60.18% with respect to real visualization, and how the methodology presented herein can be used to find the best placements for ad/brand exposure during esports broadcast.
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    Open Access
    Data fusion in neuromarketing: multimodal analysis of biosignals, lifecycle stages, current advances, datasets, trends, and challenges
    (Elsevier, 2024-01-05) Quiles Pérez, Mario; Martínez Beltrán, Enrique Tomás; López Bernal, Sergio; Horna Prat, Eduardo; Montesano Del Campo, Luis; Fernández Maimó, Lorenzo; Huertas Celdrán, Alberto; Ingeniería y Tecnología de Computadores; Facultad de Informática
    The primary goal of any company is to increase its profits by improving both the quality of its products and how they are advertised. In this context, neuromarketing seeks to enhance the promotion of products and generate a greater acceptance on potential buyers. Traditionally, neuromarketing studies have relied on a single biosignal to obtain feedback from presented stimuli. However, thanks to new devices and technological advances studying this area of knowledge, recent trends indicate a shift towards the fusion of diverse biosignals. An example is the usage of electroencephalography for understanding the impact of an advertisement at the neural level and visual tracking to identify the stimuli that induce such impacts. This emerging pattern determines which biosignals to employ for achieving specific neuromarketing objectives. Furthermore, the fusion of data from multiple sources demands advanced processing methodologies. Despite these complexities, there is a lack of literature that adequately collates and organizes the various data sources and the applied processing techniques for the research objectives pursued. To address these challenges, the current paper conducts a comprehensive analysis of the objectives, biosignals, and data processing techniques employed in neuromarketing research. This study provides both the technical definition and a graphical distribution of the elements under revision. Additionally, it presents a categorization based on research objectives and provides an overview of the combinatory methodologies employed. After this, the paper examines primary public datasets designed for neuromarketing research together with others whose main purpose is not neuromarketing, but can be used for this matter. Ultimately, this work provides a historical perspective on the evolution of techniques across various phases over recent years and enumerates key lessons learned.
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    Open Access
    Effects of emotional and cognitive response to Heritage on tourist destination image: a comparison of objective and subjective measures
    (Universidad de Murcia. Servicio de publicaciones, 2024) Garzón Paredes, Alexis; Royo Vela, Marcelo
    This study aims to examine the Tourist Destination Image construct in destinations with historical and architectural heritage by applying and comparing two different techniques, experimentation using neuromarketing techniques and measures, and survey using mul-ti-item scales. Both techniques measured the cognitive and emotional responses of partici-pants who experienced virtual realities of tourist destinations with architectural heritage. In the case of the experimentation, we applied neuroscience techniques to observe and measure brain responses in alpha and beta bioelectrical waves using an electroencephalogram. In the case of the survey, the questionnaire included a multi-item scale to measure the cognitive and emotional dimensions of the image of the virtual destinations. The results indicate that the virtual experience of historical and architectural heritage intensively and positively impacts Tourist Destination Image formation. The measure based on the multi-item scale seems to offer better explanatory and predictive results. However, this result may be due to methodo-logical limitations.
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    Open Access
    La irrupción de la neuropublicidad y sus debates éticos
    (Universidad de Murcia, 2013) Feenstra, Ramón A.
    El presente artículo tiene como objetivo examinar el significado de la neuropublicidad así como introducir los debates éticos que la acompañan. La búsqueda de la eficacia publicitaria y el conocimiento de las “verdaderas” necesidades de los clientes centran la investigación de esta disciplina que fusiona la publicidad con los nuevos conocimientos sobre el cerebro vinculados con el avance de las neurociencias. El presente artículo analiza esta nueva disciplina y sus características, a la vez que analiza algunas de las problemática morales que plantea.