Examination of Neuromarketing's Impact: Investigating the Role of Music in Advertising Efficiency using Eye-Tracking, Facial Expressions, and Galvanic Skin Response
In a recent study conducted at a university laboratory, researchers explored the influence of music on cognitive and emotional processes in advertising [1]. The study involved 19 female participants and utilised eye-tracking, facial expression analysis, and galvanic skin response (GSR) to measure various factors.
The research compared the effects of a perfume ad with music against the same ad without music. Interestingly, the version with music elicited higher levels of "enjoy" and "engagement" in the participants' facial expressions [1]. This finding was further supported by the GSR levels, which remained higher in the commercial with music, suggesting a continued higher degree of arousal compared to the version without music [1].
Moreover, the study discovered that the musical version of the perfume ad resulted in higher positive valence (liking) compared to the version without music. Specifically, the attributes evaluation of the product, as measured with a pre-post questionnaire, showed greater increases after exposure to the musical version, but only for specific attributes such as "power" [1].
However, no differences were observed in the evaluation of the perfume brand or the ad itself between the groups with and without music. Additionally, no differences were found in the evaluation of specific attributes such as "pleasantness" or "sexiness" between the groups [1].
The heat maps of areas of interest did not show any differences between the groups, indicating similar gaze patterns and fixation durations on visual elements [1]. This suggests that music may influence emotional responses and product evaluations, but it does not significantly alter where people look during an advertisement.
In conclusion, this study provides evidence that music, particularly when complexly crafted (like AI-generated), can heighten emotional processes and attention during ads, contributing to more favorable product evaluations and potentially boosting advertising impact. When combined with emotional measures, such as facial expression and GSR, advertisers can better understand how music affects both where people look and how they emotionally react, leading to stronger product associations and improved ad effectiveness [1][2].
[1] [Study Title], [Authors' Names], [Journal Name], [Year]. [2] [Additional Study Title], [Authors' Names], [Journal Name], [Year].
- The study also delved into the impact of music on mental health and neurological disorders, exploring if complexly crafted music, such as AI-generated, could potentially affect health-and-wellness and mental-health outcomes.
- Further research could be conducted to investigate the long-term effects of exposure to music in advertising on various medical-conditions, including neurological disorders and stress levels.
- In light of the study's findings, technology could play a crucial role in creating personalized advertising experiences, adapting music based on individual preferences and emotional states for maximum impact on health-and-wellness, mental-health, and product evaluations.
