THE IMPACT OF ADVERTISEMENT ON CONSUMER’S PERCEPTION

Martin Hudák; Radovan Madleňák; Veronika Brezániová

doi:10.12955/cbup.v5.923

Martin Hudák The Faculty of Operation and Economics of Transport and Communications, University of Zilina,
Radovan Madleňák The Faculty of Operation and Economics of Transport and Communications, University of Zilina,
Veronika Brezániová The Faculty of Operation and Economics of Transport and Communications, University of Zilina,

DOI: https://doi.org/10.12955/cbup.v5.923

Keywords: Advertisement, electroencephalography, eyetrack, consumer

Abstract

Marketing can be described as a tool for companies to influence the consumer’s perception to the desired direction. The current market situation is characterized by dynamism, growing consumer power, and intense competition. The consumer perception and behavior are changing and therefore need to be constantly monitored and measured. The aim of this article is to scan and measure consumer’s perception while watching a video advertisement. During this experiment, an eye-tracking technology was used, which allows capturing a consumer’s gaze. The central part of the research is to measure the brain activity of a consumer based on the EEG (Electroencephalography). EMOTIV Epoc+ is a 14-channel wireless EEG, designed for contextualized research and advanced brain computer interface applications. An advertising campaign from four different mobile operators was used for this purpose. In the conclusion of this article, consumer’s perception of different advertising campaigns are compared and evaluated.

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