Título Gender differences in audiovisual consumption: a neuroscience experiment on tv ads
Autores TAPIA FRADE, ALEJANDRO JOSÉ, Rajas Fernandez, Mario, Martin Guerra, Elena, TAPIA FRADE, ALEJANDRO JOSÉ
Publicación externa No
Medio Vivat Acad.
Alcance Article
Naturaleza Científica
Ámbito Internacional
Fecha de publicacion 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.
Palabras clave Neuroscience; advertising; spot; attention; emotion; gender; electrodermal
Miembros de la Universidad Loyola

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