정량화된 뇌파측정(QEEG)을 이용한 스포츠 스타 모델의 제품유형에 따른 광고효과분석

Abstract

This study conducted a questionnaire survey and EEG (electroencephalography) together in order to examine whether there were differences in advertising effectiveness associated with advertised product type when sports stars appear as an advertising model. As for the questionnaire survey, this study analyzed the difference between advertising and product attitudes. In addition, this st udy aimed to understand consumer responses comprehensively by analyzing EEG of frontal lobe, which controls human thought at the moment when seeing advertisement. The results were as follows: First, the analysis showed that consumers felt higher advertisi ng effectiveness in product and purchase at -titudes when sports stars appear in advertisements for sports products than for general products. Second, this study analyzed the EEG response of the consumers i n order to analyze the advertising effectiveness associated with design of advertised products sports stars appeared. As a result, there was no significant difference in theta wave (4-7 Hz) and alpha wave (8-13 Hz). However, in beta wave (more than 14 Hz), the advertisements for sports products were more significant than advertisements for general products in left domains of frontal lobe such as FP1 (left anterior frontal lobe), F7 (left frontal lobe) and F3 (left middle frontal lobe), right domain FP2 (right anterior frontal lobe) and middle domain Fz (medial frontal lobe). Third, completely different results were derived in the study c onducted on the same subjects in the same conditions depending on measuring methods. It is considered tha t academic discussions on the previous research base that has been dependent only on questionnaire survey from the sports scientific perspective are required.