Neuroscience Applications on the Assessments of TV Ads

Cakar T., Gez K.

APPLYING NEUROSCIENCE TO BUSINESS PRACTICE, pp.231-256, 2017 (Journal Indexed in SSCI) identifier

  • Publication Type: Article / Article
  • Volume:
  • Publication Date: 2017
  • Doi Number: 10.4018/978-1-5225-1028-4.ch010
  • Page Numbers: pp.231-256


The progress in neurotechnologies has enabled a potentially better and cheaper analysis for the neural signals not limited to medical applications but influencing several fields from marketing to economics and law to ethics. Since the main targets have been to understand the brain mechanisms better as well as providing useful applications specifically regarding the sector-specific interest, one related application has been about the assessments of TV ads as a complementary and more objective tool than traditional methods that rely on the verbal self-reports and interviews that could be speculative and misleading depending on the given context. For assessing several TV ads within a shorter duration, the use of neuroscientific methods has attracted much interest. This chapter will focus on the current practices with the given constructs for the TV ad research specifically in relation to the practices such as attention, emotional engagement, individual preference, and market success.