| Abstract: | This paper focuses on methodological concerns of interest to advertising researchers who seek to employ electroencephalographic (EEG) methods for assessing the impact of advertising stimuli. It is suggested that the validity of EEG applications in advertising research needs to be demonstrated on the basis of examining relationships between EEG measures and more traditional measures of evaluating advertising effectiveness. More attention needs to be focused on determining the content-specific cues that engage the viewer's attentional processes. Further research is necessary to determine hemispheric differences in processing emotional cues in advertising stimuli and relationships between subjective reactions to advertising stimuli and lateralized differences in activation patterns. It is suggested that individual differences in hemispheric preferences may be related to response to advertising stimuli and that computersimulated brain topographical techniques may by useful in revealing shifts in region-specific activation patterns during exposure to advertising stimuli such as television commercials. |
