The Cognitive Neuroscience Methods in the Analysis of the Impact of Advertisements in Shaping People's Health Habits*

Abstract

Purpose: The aim of the article is to present the use of selected techniques of cognitive neuroscience (EEG, GSR, HR) to study the effectiveness of social advertising in the context of promoting a healthy lifestyle. The respondents' reactions (emotions, remembering, interest) to individual fragments of the advertisement will be analyzed. The results of neural and psychophysiological measurements will be compared with the survey participants' answers provided in the survey (after the study with EEG, GSR, etc.). Design/Methodology/Approach: The cognitive neuroscience methods, allow building knowledge about human and its behavior at the level of internal psychophysiological and cognitive processes before they are integrated and verbalized in the form of an opinion or judgment on a given topic. Findings: The developments of cognitive neuroscience technique have made this discipline applicable to more and more new areas of research. These possibilities are mainly the outcome of the development in techniques for measuring brain activity and their combinations with other technologies, eg biometric measurements. They allow to correlate various mental functions with physiological sensations. Practical implications: One of the applications is to study the impact of social health-promoting advertisements (healthy lifestyle, vaccinations, etc.) on recipients. A well-conducted social campaign with the proper design of an information message (advertisement) can directly transform it into shaping healthy life habits among people. Originality/Value: The research will allow the verification of the idea proposed by the researcher to promote healthy life habits among people.