Comparison of Psycho-physiological Reaction and Consumer`s Response to TV Advertisement for Fashion Goods
- Title
- Comparison of Psycho-physiological Reaction and Consumer`s Response to TV Advertisement for Fashion Goods
- Author
- 김정룡
- Issue Date
- 2004-06
- Publisher
- 일본인간공학회
- Citation
- 人間工学, v. 40, No. Supplement, Page. 108-113
- Abstract
- The purpose of the study was to investigate a probable association between EEG
(electroencephalogramO signal and consumer`s psychological response to eight TV
advertisements for fashion goods(underwear, sportswear). Eight advertisements
for fashion goods were chosen as stimuli including four informativetransferring
and four emotion-evoking type ads. The advertisements were presented on TV screen
in a random order. Twenty healthy college students participated in this experiment.
EEG was extracted from six loves such as right and left frontal, occipital,temporal,
and recorded during TV watching experiment. The participants were also asked to fill
in the questionnaire immediately after watching individual TV advertisement. Seven
point scale semantic differential measurement was used to evaluate psychological
response including attitude toward advertisement and brand, purchase intention, the
degree of preference,amount of recollection by using written questionnaire. Data were
analyzed to read the EEG pattern and consumer`s responses. As results, the advertisement
which showed the highest score in preference, memory, and recall rate also showed the high
frequency of theta and alpha increase/decrease pattern. At the same time, the advertisement
with the lowest score in purchase intention, preference and recollection showed the
lowest presence of theta and alpha brain spikes. The meaning of the results in terms of
association between EEG signal pattern and consumer response was also discussed.
- URI
- https://www.jstage.jst.go.jp/article/jje1965/40/Supplement/40_Supplement_108/_article/-char/ja/https://repository.hanyang.ac.kr/handle/20.500.11754/149360
- ISSN
- 1884-2844; 0549-4974; 0549-4974
- DOI
- 10.5100/jje.40.Supplement_108
- Appears in Collections:
- COLLEGE OF COMPUTING[E](소프트웨어융합대학) > MEDIA, CULTURE, AND DESIGN TECHNOLOGY(ICT융합학부) > Articles
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