EEG Spectral Dynamics of Video Commercials: Impact of the Narrative on the Branding Product Preference

Regina W Y Wang,Shang-Wen Chuang,Yu-Ching Chang

doi:10.1038/srep36487

Regina W Y Wang, Shang-Wen Chuang + Show 1 more

Open Access

https://doi.org/10.1038/srep36487

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Abstract

Neuromarketing has become popular and received a lot of attention. The quality of video commercials and the product information they convey to consumers is a hotly debated topic among advertising agencies and product advertisers. This study explored the impact of advertising narrative and the frequency of branding product exposures on the preference for the commercial and the branding product. We performed electroencephalography (EEG) experiments on 30 subjects while they watched video commercials. The behavioral data indicated that commercials with a structured narrative and containing multiple exposures of the branding products had a positive impact on the preference for the commercial and the branding product. The EEG spectral dynamics showed that the narratives of video commercials resulted in higher theta power of the left frontal, bilateral occipital region, and higher gamma power of the limbic system. The narratives also induced significant cognitive integration-related beta and gamma power of the bilateral temporal regions and the parietal region. It is worth noting that the video commercials with a single exposure of the branding products would be indicators of attention. These new findings suggest that the presence of a narrative structure in video commercials has a critical impact on the preference for branding products.

Highlights

We attempted to clarify the significance of the narrative and of the frequency of branding product exposure in video commercials
Differences in spectral power in various brain regions are summarized in Fig. 3 and are described in the following three sections: (1) EEG results for the cognitive integration-related brain regions, which are the temporal and parietal regions (Brodmann areas [BAs] 13 and 7); (2) EEG results for the preference decision-related brain regions, which are the left frontal region, the bilateral occipital region, and the limbic system region (BAs 9, 31, and 23); (3) EEG results for the perception and attention-related brain regions, which are the frontal midline and bilateral occipital regions (BAs 32 and 31)
While assessing the influence of branding product exposure on the right temporal region and the parietal region, we found that the powers of the theta oscillations generated during video commercials with multiple exposures were significantly higher than those generated during commercials with a single exposure (p = 0.002 in BA 7; p = 0.036 in BA 13)

Summary

Introduction

We attempted to clarify the significance of the narrative and of the frequency of branding product exposure in video commercials. This study aimed to explore the effects of the “narrative” and the “frequency of branding product exposure” on the audience’s preference for the video commercials and the branding products. After further development by modern marketing and film theory[9,10], a “narrative” is no longer limited to spoken or written accounts of connected events. It is about a “story”[8], and “a representation of a particular situation or process in such a way as to reflect or conform to an overarching set of aims or values”[11]. Whether the consumer understands these visual stories and has a positive attitude toward the branding product is the core issue of our study

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