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Brain wave analysis. An electroencephalographic technique used for evaluating the communications‐effect of advertising
Author(s) -
Weinstein Sidney,
Weinstein Curt,
Drozdenko Ronald
Publication year - 1984
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220010104
Subject(s) - electroencephalography , brain waves , psychology , service (business) , brain activity and meditation , advertising , neuroscience , marketing , business
The results from the authors's applied research studies of communications‐effect and electroencephalographic (EEG) recording, which took place over the last ten years, employing thousands of respondents, are integrated in this paper. Application of EEG methodology to ad research, rather than theory, is stressed. Brain Wave Analysis Brain Wave Analysis is a service mark of NeuroCommunication Research Laboratories, Inc., for its brand of EEG service. , an EEG technique, is described. A positive relationship determined between Brain Wave Analysis and sales is discussed, as well as various applications such as “brain typing” the target market. The application of Brain Wave Analysis in determining effective advertising frequency is discussed as it relates to Krugman's three exposure theory. The continuing development of EEG analysis is briefly discussed.