Neuromarketing and global branding reaction analysis based on real-time monitoring of multiple consumer's biosignals and emotions

Consumers' selections and decision-making processes are some of the most exciting and challenging topics in neuromarketing, sales, and branding. From a global perspective, multicultural influences and societal conditions are crucial to consider. Neuroscience applications in international marketing and consumer behavior is an emergent and multidisciplinary field aiming to understand consumers' thoughts, reactions, and selection processes in branding and sales. This study focuses on real-time monitoring of different physiological signals using eye-tracking, facial expressions recognition, and Galvanic Skin Response (GSR) acquisition methods to analyze consumers' responses, detect emotional arousal, measure attention or relaxation levels, analyze perception, consciousness, memory, learning, motivation, preference, and decision-making. This research aimed to monitor human subjects' reactions to these signals during an experiment designed in three phases consisting of different branding advertisements. The nonadvertisement exposition was also monitored while gathering survey responses at the end of each phase. A feature extraction module with a data analytics module was implemented to calculate statistical metrics and decision-making supporting tools based on Principal Component Analysis (PCA) and Feature Importance (FI) determination based on the Random Forest technique. The results indicate that when compared to image ads, video ads are more effective in attracting consumers' attention and creating more emotional arousal.https://doi.org/10.37227/JIBM-2023-04-5912Published versio

Music in video advertising towards young consumers' decision making : a qualitative approach

Music plays an important role in influencing young consumers’ decision making to buy advertised product or service. However, previous researches have not focused on the power of music in real life without audience conscious. Also, considering about music as a tool to influence young consumer decision making, has become the researcher concern, as the video advertisement lack of entertainment elements in which the advertisers find it difficult to reach their target audience. To understand this issue, the researcher chooses to explore the musical power and musical familiarity affection on consumer decision making interrelated with information processing through video advertisement. Relying on the Elaboration Likelihood Model, this study explores through qualitative approach using in-depth interviews with experts’ group as well as young consumers group. For experts’ group, this study has recruited ten informants through snowball sampling, while ten informants for young consumers, through purposive sampling. In-depth interview for experts’ group was conducted through faceto- face sessions, whilst for young consumers, the interviews were conducted through online sessions. The data for both studies were analysed using thematic analysis. This study applied triangulation data to confirm the findings and the truthfulness of the data. The finding shows that musical power is the main reason for making the video advertisement effective through intrinsic and extrinsic influence. Musical familiarity in video advertisement can be found in terms of brand familiarity, awareness, brand identity, and the level of familiarity music used in the video advertisement. Furthermore, this study found that motivation and subconscious mind is the two different ways lead to information processing towards young consumer decision making. Therefore, this study provides empirical evidence to the body of knowledge. Also, for making the video advertisement effectives, this study proposed a model to guide the advertisers, musicians, marketers as well as media practitioners in understanding music on people’s psychology as well as selling the potential product to target audience

ICTERI 2020: ІКТ в освіті, дослідженнях та промислових застосуваннях. Інтеграція, гармонізація та передача знань 2020: Матеріали 16-ї Міжнародної конференції. Том II: Семінари. Харків, Україна, 06-10 жовтня 2020 р.

This volume represents the proceedings of the Workshops co-located with the 16th International Conference on ICT in Education, Research, and Industrial Applications, held in Kharkiv, Ukraine, in October 2020. It comprises 101 contributed papers that were carefully peer-reviewed and selected from 233 submissions for the five workshops: RMSEBT, TheRMIT, ITER, 3L-Person, CoSinE, MROL. The volume is structured in six parts, each presenting the contributions for a particular workshop. The topical scope of the volume is aligned with the thematic tracks of ICTERI 2020: (I) Advances in ICT Research; (II) Information Systems: Technology and Applications; (III) Academia/Industry ICT Cooperation; and (IV) ICT in Education.Цей збірник представляє матеріали семінарів, які були проведені в рамках 16-ї Міжнародної конференції з ІКТ в освіті, наукових дослідженнях та промислових застосуваннях, що відбулася в Харкові, Україна, у жовтні 2020 року. Він містить 101 доповідь, які були ретельно рецензовані та відібрані з 233 заявок на участь у п'яти воркшопах: RMSEBT, TheRMIT, ITER, 3L-Person, CoSinE, MROL. Збірник складається з шести частин, кожна з яких представляє матеріали для певного семінару. Тематична спрямованість збірника узгоджена з тематичними напрямками ICTERI 2020: (I) Досягнення в галузі досліджень ІКТ; (II) Інформаційні системи: Технології і застосування; (ІІІ) Співпраця в галузі ІКТ між академічними і промисловими колами; і (IV) ІКТ в освіті