Title Gender differences in audiovisual consumption: a neuroscience experiment on tv ads
Authors TAPIA FRADE, ALEJANDRO JOSÉ, Rajas Fernandez, Mario, Martin Guerra, Elena, TAPIA FRADE, ALEJANDRO JOSÉ
External publication No
Means Vivat Acad.
Scope Article
Nature Científica
Area International
Publication date 01/12/2017
ISI 000419018500002
DOI 10.15178/va.2017.141.39-54
Abstract This paper shows the results of an experiment in neuroscience on a group of 20 people applied to audiovisual consumption, particularly television spots. The method used was the measurement and analysis of their electrodermal activity. The results indicate significant differences in attention by gender. The most notable increases seem to be more related to the sound than to the picture. The comic theme aroused a higher level in men but not in women. Similarly, the novelty seems to be an important factor in generating attention and excitement, as the spots not issued in Spain had significantly higher values on attention and emotion. Finally, the spots where the language of speech was not Spanish also had significantly higher values in attention, but not in emotion.
Keywords Neuroscience; advertising; spot; attention; emotion; gender; electrodermal
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