Moment-to-Moment EEG Metrics Enhance Ad Effectiveness Analysis

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Summary

A European research team is on a mission to advance the development and use of electroencephalogram (EEG)-based methods for evaluating advertising effectiveness. Although their research leaves open questions, it suggests that recent developments in this area—specifically moment-to-moment EEG-based indicators—provide a clearer view into emotional response and attention to ads than previous EEG methods.

Tomaž Kolar (tomaz.kolar@ef.uni-lj.si) is a professor at the School of Economics and Business, University of Ljubljana, Slovenia. His research focuses on consumer behavior and strategic marketing within the leisure, tourism and hospitality domains. In particular, he is interested in cross-disciplinary and multi-method based insights and the managerial implications of contemporary phenomena, emerging socio-cultural practices and marketing challenges.

Zenel Batagelj (zenel.batagelj@valicon.net) is the founder and partner of VALICON, a research and consulting agency in Ljubljana. His expertise lies in branding architecture, identity and brand management, particularly with regard to start-ups and their distribution systems, e.g. blockchain.

Ismir Omeragić (ismir.omeragic@valicon.net) is founder and co-owner of VALICON BiH marketing consulting, a research and analytics company. He also leads project teams that are dealing with digital transformation, using in Lego® Serious Play® and Real-time Strategy.

Melika Husić-Mehmedović (melika.husic@efsa.unsa.ba) is a professor of marketing at the School of Economics and Business, University of Sarajevo, Bosnia and Herzegovina. She is also the Minister for Science, Higher Education and Youth in the local government, where she is involved in the process of legislation, curriculum development and university management.