대한인간공학회지 (Journal of the Ergonomics Society of Korea)

  • 제22권4호
  • /
  • Pages.1-13
  • /
  • 2003
  • /
  • 1229-1684(pISSN)
  • /
  • 2093-8462(eISSN)
대한인간공학회 (Ergonomics Society of Korea)
권호 표지
DOI QR코드

DOI QR Code

정보전달형 TV광고와 감성유발형 TV광고의 뇌파반응 비교

A Comparison of EEG Response between TV Advertisements focused on Information Transfer and Emotional Reaction

  • 발행 : 2003.11.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study has investigated psychological responses to various TV advertisements by using EEG(electroencephalogram). In particular, it was assumed that the brain wave would show different patterns depending upon the style of the advertisement that could be categorized into two such as 'information transfer' type and 'emotional reaction' type. Ten healthy males participated in the experiment. EEG signal was extracted from six lobes such as right and left frontal, right and left occipital, right and left temporal while the subjects were watching TV advertisements. Alpha and beta relative power spectrum, and beta/alpha parameter were calculated to compare two kinds of advertisement each other. Additionally, subjective questionnaire was used to examine subject's response by using adjective words and preference test. In result, significant differences were found in left frontal and right occipital lobe in terms of beta/alpha between two different advertisements. And, subjects showed different preference between two advertisements. It was shown that the current method could analyze the brain reaction to advertisement quantitatively, that presented the possibility of using it to marketing research.

키워드

참고문헌

  1. 김완석(1989). “광고의 반응차원에 관한 연구(II): 인지적 평가와 감정반응,” 한국심리학회지: 산업 및 조직, 2(1), pp.44-66.
  2. 김용준, 배장원(1994). “언제 정보전달형 광고 를 할 것인가? - 실험을 통한 광고유형 선택에 관한 연구,” 광고학연구, pp.31-47.
  3. 김정룡, 윤상영, 박지수, 이하연, 박재범, 김주영(2001). “사고취약지역에서의 운전자 생체신호 패턴분류 및 진단 - 터널 구간을 중심으로,” 대한인간공학회 춘계학술대회 논문집, pp.234-239.
  4. 성영신, 박은아(1995). “광고에 대한 감정의 유형화: 유발된 감정과 느낀 감정,” 광고학연구, 6(2), pp.8-47.
  5. 성영신, 박은아, 박현희(1998). “브랜드 흥미에 영향을 미치는 감정반응: 유발된 감정과 느낀 감정을 중심으로,” 광고학연구, 9(3), pp.19-50.
  6. 유창조, 권익현(1999). “광고에 대한 감정과 광고를 통하여 느낀 감정에 관한 연구,” 광고연구, 42.
  7. 이학식(1990). "소비자 정보처리에 대한 관여도와 광고유형의 조정적 역할," 경영학연구, 19(2). pp.87-11.
  8. 현용진(1992). “TV 광고의 한 장면이 그 인접장면의 기억에 미치는 영향,” 광고연구,14, pp.197-255.
  9. 황민철, 류은경, 김철중(1998). “시각 감성평가를 위한 뇌파의 민감성에 대한 연구,” 대한인간공학회지, 17(1), pp.1-9.
  10. 황민철, 손진훈, 김철중(1997). “감성에 따른 뇌의 변화 특성에 대한 연구,” 대한산업공학회지, 23(3), pp.609-619.
  11. Batra, R. and Ray, M. L.(1986). "Affective Responses Mediating Acceptance of Advertising," Journal of Consumer Research, 13(9), pp.234-249. https://doi.org/10.1086/209063
  12. Belch G. E. and Belch M. A. (1990). Introduction to Advertising andPromotion Management. Irwin.pp.180-186.
  13. Gundel, A., Drescher, J., Maas, H., Samel, A., and Vejvoda, M.(1995). "Sleepiness of civil airline pilots during two consecutive night flightsof extended duration," Biol. Psychol., May;40(1-2), pp.131-41. https://doi.org/10.1016/0301-0511(95)05107-4
  14. Hankins, T. C., and Wilson, G. F.(1998). "A comparison of heart rate, eye activity, EEG and subjective measures of pilot mental workload during flight," Aviat. Space Environ. Med., Apr;69(4), pp.360-367.
  15. Kecklund, G. and Akerstedt, T.(1993). "Sleepiness in Long Distance TruckDriving: an Ambulatory EEG Study of Night Driving," Ergonomics, 36(9), pp.1007-1017. https://doi.org/10.1080/00140139308967973
  16. Laurence J. Garey. 1999. Brodmann's Localisation in the Cerebral Cortex,World Scientific Pub. Co.
  17. Lorenz, J., Lorenz, B., and Heineke, M.(1992). "Effect of Mental Task Load on Fronto-Central Theta Activity in a Deep Saturation Dive to 450 MSW," Undersea Biomed Res, Jul;19(4): pp.243-62.
  18. Mano and Oliver, R. L.(1993). "Assessing the Dimensionality andStructure of the Consumption Experience: Evaluation, Feeling, and Satisfaction," Journal of Consumer Research, 20(12), pp. 451-466. https://doi.org/10.1086/209361
  19. Murray, J. P. and Dacin, P. A.(1995). "Cognitive Moderators of Negative-Emotion Effects: Implications for Understanding Media Context," Journal of Consumer Research, 22(3), pp. 439-447. https://doi.org/10.1086/209460
  20. Nelson, P. (1971). "Advertising as Information," Journal of Political Economy, 729-754. https://doi.org/10.1086/260231
  21. Roscose, A. H.(1993). "Heart Rate as a Psychophysiological Measure forIn-flight Workload Assessment," Ergonomics, 36(9), pp.1055-1062. https://doi.org/10.1080/00140139308967977
  22. Rothschild. M. L., Thorson. E, Reeves. B., Hirsch. J. E., and Goldstein, R.(1986). "EEG Activity and The Processing of Television Commercials ," Communication Research, 13(2), pp. 182-220. https://doi.org/10.1177/009365086013002003
  23. Rothschild, M. L., Hyun, Y. J., Byron R., Thorson, E., and Goldstein, R.(1988)."Hemispherically Lateralized EEG as a Response to Television Commercials,"Journal of Consumer Research, 15, pp. 185-198. https://doi.org/10.1086/209156
  24. Sarah E. M., Louise H. P. and Sergio D. S.(2002). "Age, Executive Function, and Social Decision Making: A Dorsolateral Prefrontal Theory of Cognitive Aging," Psychology and Aging, 17(4), pp.598-609. https://doi.org/10.1037/0882-7974.17.4.598
  25. Sterman, M. B., Boyer, D. J., and Schroeder, D.(1994). "Blink rate: A possible measure of fatigue," Human Factors, 36, pp.285-297. https://doi.org/10.1177/001872089403600209
  26. Valentine, A., Weinstein, S. and Weinstein, C.(1979). "Brain Activity and Recall of TV Adversing," Journal of Advertising Research, 19(4), pp. 7-15.
  27. Westbrook, R. A. and Oliver, R. L.(1991). "The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction," Journal of Marketing Research, 18(6), pp. 84-91.
  28. Zajonc, R. B.(1980). "Feeling and Thinking: Preferences Need to Inferences," American Psychologist, 35, pp. 151-175. https://doi.org/10.1037/0003-066X.35.2.151