Comparison of Psycho-physiological Reaction and Consumer's Response to TV Advertisement for Fashion Goods

Abstract

The purpose of the study was to investigate a probable association between EEG (electroencephalogram) 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 informative-transferring 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 lobes 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.