Electroencephalogram (EEG) measurement, which tracks electrical activity in the brain, can provide valuable insights into how the branded “peaks” of TV ads may influence consumer behaviour, according to a study in the Journal of Advertising Research (JAR).

Takeaways

• When looking at the “predictive capacity” of EEG indicators, the study found that the “emotional peak during branded moments” correlates strongly with a consumer’s behavioural intentions.
• These peaks represent the highest point of emotional response during the branded moments of a television commercial.
• More specifically, the positive impact of these reactions is observed when they are strong enough to “break...