Psychological Processes and Advertising Effects: Theory, Research, and Applications

By Linda F. Alwitt; Andrew A. Mitchell | Go to book overview

all of the recent studies of psychological functions and electrophysiology of the brain measure evoked potentials ( Hillyard & Kutas, 1983), which may be a more sensitive neurophysiological correlate of behavior. A related point is that, while regression analysis depends on the reliability of the variables in the regression, we have no measure of the reliability of EEG parameters for the same stimulation conditions. Indeed, it would be difficult to obtain "testretest" reliability because one would expect EEGs to change when an event is repeated ( John & Schwartz, 1978). Third, the seventeen events coded in the commercials used in this study may not adequately sample the events which influence EEG. A different set of events might be able to explain more of the variance in EEG parameters. Also, although most of the events could be reliably coded in the commercials, complex events such as emotional and cognitive reactions were less reliably coded.


CONCLUSIONS

The results of this analysis can be useful in deciding which brain sites and frequency bands are most likely to yield information about reactions to advertising. For example, the parietal alpha EEG parameters seem to be a likely place to seek reactions to brand and message content of a commercial. The frontal beta 2 parameters might be a likely place to seek reactions to executional variables. The results also suggest that content is not necessarily responded to differently by the two hemispheres (although processes used to respond to content may well differ in the hemispheres).

The results of this analysis are an encouraging first look at the relationship between ongoing events and EEG-recorded brain reactions. The topic certainly warrants future research.


ACKNOWLEDGMENTS

I thank Jerry Olson, Bill Ray and Susan F. Taylor for providing the EEG data in a form which was manageable to analyze, and Burt Leiman for help in the process of coding events in the content of the commercials.


REFERENCES

Donchin, E., Kutas, M., & McCarthy, G. ( 1977). Electrocortical indices of hemispheric utilization. In S. Harnad, R. W. Doty, L. Goldstein, J. Jaynes, and G. Krauthamer (Eds.), Lateralization in the nervous system. New York: Academic Press.

Hillyard, S. A., & Kutas, M. ( 1983). Electrophysiology of cognitive processing. Annual Review of Psychology, 34, 33-61.

-216-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited page

Bookmark this page
Psychological Processes and Advertising Effects: Theory, Research, and Applications
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this book
  • Bookmarks
  • Highlights & Notes
  • Citations
/ 305

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.