The background music-content congruence of TV advertisements: A neurophysiological study

[EN] Music affects viewers¿ responses to advertisements. In this study we present the findings of an experiment that investigates the emotional and cognitive reactions of subjects¿ brains during exposure to television advertisements with music congruent, and incongruent, with the advertisement content. We analyze the electroencephalography signals and eye-tracking behaviors of a group of 90 women watching six TV advertisements. The study's findings suggested that incongruent music generates higher levels of attention and advertisement recall. On the other hand, frontal asymmetry measured through electroencephalography was shown to be higher with congruent music. Similarly, cognitive workload was higher when the music was incongruent with the advertisement content. No significant differences were found in terms of advertisement likeability based on incongruent versus congruent music. The results demonstrated the validity of neurophysiological techniques for assessing the effects of levels of music congruence in advertisements.Ausin, JM.; Bigné, E.; Marín-Morales, J.; Guixeres Provinciale, J.; Alcañiz Raya, ML. (2021). The background music-content congruence of TV advertisements: A neurophysiological study. European Research on Management and Business Economics. 27(2):1-14. https://doi.org/10.1016/j.iedeen.2021.100154S11427

A Study of Danmaku Video on Attention Allocation, Social Presence, Transportation to Narrative, Cognitive Workload and Enjoyment

Danmaku video (video with overlaid comments) is a relatively new social TV format and is getting popular in China. This study conducted a 3-condition experiment to examine Danmaku video watching experience in terms of 5 aspects: attention allocation, social presence, transportation into narrative, cognitive workload and enjoyment. 61 Chinese college students from the Northeast region of US were recruited to participate the study. Result indicated out that Danmaku distracted some attention from the initial video content but fostered a feeling of joint viewing with others. The presence of Danmaku also had some effect on the enjoyment of watching videos, but did not affect cognitive workload or the degree of feeling being transported into video’s narrative

La neurociencia como instrumento para medir la eficacia de la publicidad en medios audiovisuales

Tesis por compendio[ES] El proceso de evaluar la eficacia en publicidad es una tarea complicada. Para poder cumplir con los requisitos de los clientes, el publicista está acostumbrado a apoyarse en los criterios objetivos que garantizan las soluciones de la propuesta de comunicación. Así como los aspectos subjetivos del creativo, como la estética, la música, el argumento, y el formato, suelen ser abordados según un criterio creativo. El objetivo de este trabajo es proponer y evaluar experimentalmente una metodología que, mediante la combinación de las respuestas psicofisiológicas, los modelos de aprendizaje automático y las técnicas tradicionales permita cuantificar y predecir, de una forma científica y metódica, el impacto emocional y cognitivo de la publicidad audiovisual. Para ello han planteado 3 estudios experimentales que investigan diferentes características de la metodología propuesta: investigar la capacidad de medidas que provienen de la neurociencia para predecir la eficacia de la publicidad. El segundo plantea comparar el efecto de un nuevo tipo de publicidad más inmersiva de video 360º en frente de la publicidad audiovisual clásica en formato video estándar. Y el tercero la evaluación de la música en el contexto de la congruencia e incongruencia musical aplicado en los anuncios de TV. En cuanto al estudio del impacto de la música en los anuncios se investigó los resultados de las reacciones emocionales y cognitivas de los sujetos durante la exposición a anuncios de televisión con música congruente e incongruente. Se analizaron las señales de electroencefalografía (EEG) y eye tracking (ET) de un grupo de 90 personas que vieron 6 anuncios de televisión. Los resultados mostraron que la música congruente genera niveles más altos asimetría prefrontal cerebral asociada al procesamiento positivo emocional. Por otro lado, los anuncios incongruentes con música alegre mostraron mayor nivel de atención y carga cognitiva, generando mayor recuerdo que los anuncios con música congruente. El estudio demostró, por tanto, la validez del empleo de técnicas basadas neurofisiología para evaluar el impacto de la música en los anuncios. En el segundo estudio se comparó la eficacia de un nuevo tipo de publicidad audiovisual mediante video 360º en la que el usuario tiene una mayor capacidad de interacción frente anuncios audiovisuales clásicos (2D) en los que el visionado carece de interacción. Se comparo el impacto en términos de atención visual, reconocimiento de marca, compromiso y emociones. Las herramientas que se utilizaron fueron señales neurofisiológicas como la electroencefalografía, variabilidad cardiaca, seguimiento ocular y codificación facial. Se compararon cuatro anuncios existentes para bienes duraderos y bienes de consumo de alta rotación. En los resultados se determinó que la mirada depende del contenido del anuncio, que la atención visual es menor en los anuncios de 360º así como el reconocimiento del logo de la marca. Los productos duraderos son los que generan más emociones positivas y el nivel de engagement. Este tipo de metodología ayudara por tanto a cuantificar el mejor formato según la estrategia de contenidos. En el último estudio se investigó la efectividad de los nuevos canales digitales de comunicación (YouTube) para predecir el número de visitas mediante el uso de las redes neuronales artificiales y nuevas métricas basadas en neurociencia extraídas de la electroencefalografía, eye tracking y variabilidad cardíaca. Se descubrieron correlaciones significativas entre la respuesta psicofisiológica del sujeto y la efectividad de los anuncios ponderada como el número de visitas en el canal de YouTube que tubo a posteriori ese anuncio. Esta tesis proporciona por tanto contribuciones novedosas en cuanto al uso de la neurociencia y la inteligencia artificial en la investigación del impacto de la publicidad.[CA] El procés d'avaluar l'eficàcia en publicitat és una tasca complicada. Per poder complir amb els requisits dels clients, el publicista està acostumat a recolzar-se en els criteris objectius que garanteixen les solucions de la proposta de comunicació. Així com els aspectes subjectius de l'creatiu, com l'estètica, la música, l'argument, el format, solen ser abordats segons un criteri creatiu. L'objectiu d'aquest treball és proposar i avaluar experimentalment una metodologia que, mitjançant la combinació de les eines, tecnologia de respostes psicofisiològiques, models d'aprenentatge automàtic i les tècniques tradicionals permeti obtenir, d'una manera científica i metòdica, la resposta dels usuaris davant els anuncis de TV per obtenir la informació necessària per aportar valor a la publicitat. Per a això es plantegen 3 estudis experimentals que investiguen diferents característiques de la metodologia proposada: investigar la capacitat de les eines de neurociència per predir l'eficàcia de la publicitat. El segon planteja mesurar l'eficàcia de Els anuncis segons el format de la publicitat, 2D vs 360º. I el tercer l'avaluació de la música en el context de la congruència i incongruència musical aplicat en els anuncis de TV. L'estudi on comparem l'eficàcia de la publicitat de 360º vs els anuncis estàtics (2D) en termes d'atenció visual, reconeixement de marca, compromís i emocions. Les eines que es van utilitzar van ser eines neurofisiològiques com l'electroencefalografia, variabilitat cardíaca seguiment ocular i codificació facial. Es van comparar quatre anuncis existents per a béns duradors i béns de consum d'alta rotació. En els resultats es mostra que la mirada depèn de l'contingut de l'anunci, l'atenció visual és menor en els anuncis de 360º així com el reconeixement de l'logotip de la marca. Els productes duradors són els que generen més emocions positives i el nivell d'engagement. El que comporta tenir-ho en compte per generar una estratègia de continguts que és el que es desenvolupa en el capítol 2. Pel que fa a l'estudi de l'impacte de la música en els anuncis es va investigar els resultats de les reaccions emocionals i cognitives dels subjectes durant l'exposició a anuncis de televisió amb música congruent i incongruent. Es van analitzar els senyals de electroencefalografia i eye tracking d'un grup de 90 persones que van veure 6 anuncis de televisió. Els resultats mostres que la música congruent genera nivells més alts asimetria prefrontal que representa el gust cerebral. Així com els anuncis incongruents amb música alegre tenen major nivell d'atenció i càrrega cognitiva, generant major recordo que els anuncis amb música congruent. Demostrant la validesa de les tècniques de neurofisiologia per avaluar l'impacte de la música en els anuncis. En l'últim estudi es va investigar l'efectivitat dels nous canals digitals de comunicació (YouTube) per predir mitjançant l'ús de les xarxes neuronals artificials i mètriques basades en neurociències com l'electroencefalografia, eye tracking, variabilitat cardíaca. Es va descobrir les correlacions significatives entre les mètriques de la neurociència i l'efectivitat dels anuncis i el nombre de visites al canal de Youtube. Creant una predicció d'un 82,9% la precisió mitjana i les visualitzacions en línia. Aquesta tesi proporciona contribucions noves a l'ús de la neurociència en la investigació de l'comportament humà, particularment en el consumidor i com li afecta la presa de decisions. La neurociència de el consumidor pot ajudar a l'aplicació de metodologies per a la valoració dels estímuls audiovisuals des d'una perspectiva més exacta i precisa. A més, creant models d'aprenentatge automàtic podem predir les respostes dels usuaris davant els diferents estímuls publicitaris creant campanyes més eficaces i econòmiques. Creiem fermament que el neuromarketing revolucionarà els mètodes d'avaluació de continguts audiovisuals i de presa de decisions. La present tesi té com a objectiu contribuir a aquest progrés. Els resultats d'aquesta tesi poden ser d'utilitat per als investigadors i publicistes interessats a conèixer millor el comportament de consumidor.[EN] The process of evaluating advertising effectiveness is a complicated task. In order to meet customer requirements, the advertiser is used to relying on objective criteria that guarantee the solutions of the communication proposal. As well as the subjective aspects of the creative, such as aesthetics, music, plot, format, they are usually approached according to a creative criterion. The objective of this work is to propose and experimentally evaluate a methodology that, through the combination of tools, psychophysiological response technology, machine learning models and traditional techniques allows to obtain, in a scientific and methodical way, the response of users to TV commercials to obtain the information necessary to add value to the advertisement. For this, 3 experimental studies are proposed that investigate different characteristics of the proposed methodology: investigate the capacity of neuroscience tools to predict the effectiveness of advertising. The second proposes to measure the effectiveness of the ads according to the advertising format, 2D vs 360º. And the third is the evaluation of music in the context of musical congruence and incongruity applied in TV commercials. The study where we compared the effectiveness of 360º advertising vs static (2D) ads in terms of visual attention, brand recognition, engagement and emotions. The tools used were neurophysiological tools such as electroencephalography, cardiac variability, eye tracking, and facial coding. Four existing ads for durable goods and high-turnover consumer goods were compared. The results show that the look depends on the content of the ad, the visual attention is less in the 360º ads as well as the recognition of the brand logo. Durable products are the ones that generate the most positive emotions and the level of engagement. What it takes to take it into account to generate a content strategy. 2. Regarding the study of the impact of music on advertisements, the results of the emotional and cognitive reactions of the subjects during exposure to television advertisements with congruent and incongruous music were investigated. The electroencephalography and eye tracking signals of a group of 90 people who watched 6 television commercials were analysed. The results show that congruent music generates higher levels of prefrontal asymmetry than represents cerebral taste. Just as incongruous ads with happy music have a higher level of attention and cognitive load, generating greater memory than ads with congruent music. Demonstrating the validity of neurophysiology techniques to evaluate the impact of music on advertisements. The latest study investigated the effectiveness of new digital communication channels (YouTube) to predict through the use of artificial neural networks and metrics based on neurosciences such as electroencephalography, eye tracking, and cardiac variability. Significant correlations between neuroscience metrics and the effectiveness of ads and the number of views on the YouTube channel were discovered. Creating a prediction of 82.9% the average precision and online visualizations. This thesis provides novel contributions to the use of neuroscience in human behaviour research, particularly in the consumer and how it affects decision-making. Consumer neuroscience can help the application of methodologies for the assessment of audiovisual stimuli from a more accurate and precise perspective. In addition, by creating machine learning models, we can predict user responses to different advertising stimuli, creating more effective and economical campaigns. We firmly believe that neuromarketing will revolutionize audiovisual content evaluation and decision-making methods. The present thesis aims to contribute to this progress.Ausin Azofra, JM. (2021). La neurociencia como instrumento para medir la eficacia de la publicidad en medios audiovisuales [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/180237TESISCompendi

Relevant abuse? Investigating the effects of an abusive subtitling procedure on the perception of TV anime using eye tracker and questionnaire

The storage capacity of DVD means multiple subtitle streams can be included on one disc. This has allowed some producers to include subtitle streams with experimental procedures that we will term as "abusive" subtitles (Nornes 1999). Abusive subtitles break subtitling norms in an attempt to be more faithful to the source text and increase the translator's visibility. This thesis focuses on one such abusive procedure, namely the pop-up gloss. It refers to pop-up notes that explain culturally marked items appearing in each of the semiotic channels. Already popular with amateur subtitlers of anime (Japanese animation), pop-up gloss has come to percolate into commercially released anime DVD. This thesis investigates the question as to what effect the use of pop-up gloss has on viewer perception of TV anime in terms of positive cognitive effects (PCEs) and processing effort. A second question seeks to ask the validity of pupillometric measurements for measuring the processing effort experienced while viewing subtitled AV content. A novel methodology is applied where PCEs are measured using traditional questionnaire data, while processing effort is measured using a combination of questionnaire-based data, and fixation-based and pupillometric data gathered with an eye tracker. A study with 20 subjects indicates that the use of pop-up gloss does increase the PCEs experienced by subjects regarding items the pop-up gloss describes, while more processing effort is required by viewers when pop-up gloss is used. The analysis of pupillometric data suggests that they are suitable for measuring processing effort during the viewing of subtitled AV content

Mobile advertising effectiveness versus PC and TV using consumer neuroscience

This Doctoral Thesis, entitled Mobile Advertising Effectiveness versus PC and TV, Using Consumer Neuroscience, while analyzes both the evolution of mobile advertising and its current situation, also discusses, how effective is mobile advertising when compared against advertising in other digital devices, such as PC and TV. The last few years have been characterized by an increase of the time that consumers spend on their mobile phones and as a result, by an increase in the expending on digital mobile advertising. Brands are already demanding models that measure digital advertising effectiveness, and consumer neuroscience technology may help, not only to measure it, but also to understand its impact on consumers. Considering this environment, this research proposes various recommendations for advertisers that may be considering using consumer neuroscience technology to measure mobile advertising effectiveness, as well as recommendations on how to design mobile ads that increase advertising effectiveness

WEB ADVERTISING: WHAT DO WE KNOW ABOUT ITS ACCEPTANCE AND IMPACTS? - A META-ANALYSIS OF THE LITERATURE

Internet advertising market has grown rapidly over the past decade. Its annual revenue has reached around 21.1 billion in 2007, and more than half of Internet advertising is related to Web advertising. Web advertising affects the majority if not all web viewers who would encounter some Web ads at one time or the other when they are using the Web. With such a magnitude on investment and in influence, however, our understanding of Web ads is limited and fragmented. This study aims to provide a comprehensive picture of the state of research on Web advertising, especially its interaction with individual viewers. In this meta-analysis of more than sixty empirical research articles published from 1996 to 2007, we develop a framework of Web advertising research that can be used to demonstrate the research foci so far. Both dependent and independent variables can be classified with the framework. Our findings indicate that (1) empirical studies on Web advertising have considered features of four components and their interactions: viewer, Web Ad, ad host, and product/service being advertised. The impacts of Web ads have been found to be on viewers and viewers\u27 interactions with ads, hosts, and products/services. (2) The number of empirical research of Web advertising has increased gradually in different academic disciplines; however, the number is very insignificant compared to the growing Web advertising market and the broad influence of Web ads. (3) The study efforts are scattered and the findings are inconsistent and inconclusive. We conclude the existing studies and point out future research directions in this area

The two screen experience: Examining the interplay between multitasking and involvement on user perceptions of television programs

Two-screen experiences invite viewers to follow along with television programs on their tablets or computers and they are used as a means of keeping viewers engaged with television. A 2x2 laboratory experiment was designed to test the effect of multitasking (concurrent and sequential) and program involvement (high and low) on a variety of outcomes, including attitudes, memory, social well-being, and creativity. Participants were 128 undergraduate journalism students from a large southeastern university. They were shown either a high involvement video or a low involvement video and asked to answer questions about the video either while it was playing or immediately after it had finished. Results indicate that memory for the program was higher during sequential multitasking conditions and high involvement conditions. Multitasking was not related to perceptions of social well-being. Additionally, attitudes were more positive during high involvement conditions. Findings also show that multitasking had a positive effect on creativity.Master of Art

Consumer Perception of Online Advertising - The Effects of Animation, Ad Characteristics, Repetition and Task Relevancy on Attention and Memory

Prior advertising research on advertising perception models has mainly focused on effects that occur after consumers have been exposed to advertising stimuli. Little research has examined how consumers are exposed to advertising and the quality of visual attention during advertising exposure. This doctoral dissertation examines how consumers allocate their visual attention to online ads and how consumers memorize ads in different viewing conditions. More precisely, the dissertation focuses on how ad format and location, animation, repetition, abrupt onsets, and task relevancy affect attention to ads and memory performance. The thesis employs theories of cognitive psychology, visual marketing and consumer behavior, advertising persuasion models and computer science and applies experimental methodologies such as eye tracking besides consumers' self-reported measures. The thesis consists of four essays. Essay 1 introduces a review of relevant theory and eye tracking methodology for online advertising research. The next three essays present experimental studies. Essay 2 investigates the effects of ad format and animation on attention and memory. Essay 3 examines the effects of repetition of ads on memory. Essay 4 investigates how animation, ad format and abrupt onsets of ads affect reading performance, and how online ads are perceived during free browsing compared to an instructed reading task. Our findings indicate that attention and memory for ads were significantly affected by consumers' intentions, ad characteristics and web page contents. Consumers are more likely to be attracted by ads when browsing web sites freely without a special task. Ad characteristics, such as animation and ad format interact and influence differently on attention and memory performance for ads depending on the ad's location on a page and the surrounding page content. The thesis also tested the effects of repetition of ads as a potential strategy to improve memory for ads. A significant positive effect was found already at rather low levels of repetition. Moreover, we also tested consumers' attention to abrupt onsets of ads. We registered a significant increase of attention to abrupt onsets of ads as compared with permanent ads especially during free browsing of web pages. This thesis increases our knowledge of the role and type of ad exposure on consumers' attention by evaluating the effectiveness of advertising exposure in dynamic online environment. This research is also the first attempt to evaluate the applicability of the primary eye tracking measures for online advertising. For advertisers, media traders and graphic designers this research proposes new strategies about how to adjust ad format and placement, animation and repetition to break through advertising clutter and reduce consumers' ad avoidance to develop stronger brand awareness and preferences

Engineering data compendium. Human perception and performance. User's guide

The concept underlying the Engineering Data Compendium was the product of a research and development program (Integrated Perceptual Information for Designers project) aimed at facilitating the application of basic research findings in human performance to the design and military crew systems. The principal objective was to develop a workable strategy for: (1) identifying and distilling information of potential value to system design from the existing research literature, and (2) presenting this technical information in a way that would aid its accessibility, interpretability, and applicability by systems designers. The present four volumes of the Engineering Data Compendium represent the first implementation of this strategy. This is the first volume, the User's Guide, containing a description of the program and instructions for its use

An Eye-Tracking Investigation of Consumer’s Real-Time Behaviors in Professional Minor League Hockey

Minor league hockey provides a unique setting to investigate consumers’ marketingcontrolled activities in a natural environment. Consumers’ visual attention to sponsorship information has been shown to influence their explicit memory of sponsor brands and their purchase intentions. The current research builds on the sponsorship information processing framework of previous scholars by examining consumers’ real-time behaviors to sponsorship information in a natural setting. To analyze consumers’ behaviors at minor league hockey sporting events, qualitative and quantitative data were collected from 16 participants. The qualitative data related to the patterns and observations of consumers’ visual attention behaviors. The quantitative data measured consumers’ fixation duration, fixation frequency, explicit memory (i.e., recall and recognition), and sponsorship response. Through the utilization of a Structural Equation Model (SEM) analysis, the current study constructed a comprehensive understanding of consumers’ information search processes to sponsorship signage. Results indicated that consumers’ fixation frequency influences their ability to recall and recognize sponsorship information, resulting in a positive sponsorship response. The results of this study provide tangible evidence to sport and corporate marketers, indicating expected consumption outcomes based on consumers’ visual attention in a natural environment. The current study highlights sponsorship strategies for marketers to increase sponsors’ return on investment