Management Theory and Studies for Rural Business and Infrastructure Development, Volume 37, Number 2

Application of the non-invasive brain electrical activity and eye-tracking research methods for the assessment of advertising effectiveness

Viktorija Grigaliūnaitė, Lina Pilelienė

Abstract

The application of the non-invasive brain electrical activity and eye-tracking research methods for the assessment of advertising effectiveness are being analyzed in the article. Traditional marketing research methods are not always sufficient for the complete assessment of advertising effectiveness, thus neuromarketing research methods are often applied to clarify it. Nevertheless, due to the absence of the methodologies of neuromarketing research methods application for evaluating marketing activities, it is important to reveal the possibilities of applying the specific methods for the assessment of advertising effectiveness. The aim of this article is to determine the possibilities of applying non-invasive brain electrical activity and eye-tracking research methods for the evaluation of advertising effectiveness. While achieving the aim of the article, the logical analysis and synthesis of the scientific literature is applied. As a research result, the guidelines for the selection of non-invasive brain electrical activity and eye-tracking research methods for the assessment of advertising effectiveness are formed. Latter guidelines are relevant for the organizations performing neuromarketing researches in both academic and business levels.

JEL codes: M31, M39.

Keyword(s): neuromarketing, electroencephalography, evoked potentials, eye-tracking, advertising effectiveness


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DOI: http://dx.doi.org/10.15544/mts.2015.19

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Management Theory and Studies for Rural Business and Infrastructure Development eISSN 2345-0355

This journal is published under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License. Responsible editor: Dr Audrius Gargasas.