Нейромаркетинг у рекламі: огляд показників уваги, залучення та переконання
DOI:
https://doi.org/10.26642/ema-2025-4(114)-70-83Ключові слова:
Нейромаркетинг, реклама, увага, залученість, переконання, споживча нейронаука, відстеження руху очейАнотація
Ефективність реклами залежить від привернення уваги, залучення та переконання. Нейромаркетинг використовує нейронаукові інструменти для вимірювання цих показників, що виходять за межі традиційних методів самооцінки, на які впливають когнітивні упередження. Цей огляд досліджує показники нейромаркетингу в рекламних дослідженнях та їх застосування в різних модальностях.
В огляді проаналізовано дослідження, в яких використовувалися fMRI, EEG, ERPs, відстеження руху очей, пупілометрія, кодування міміки та вегетативні показники. Увага була визначена як вибіркове розподілення ресурсів, залученість – як глибина когнітивно-афективної обробки, а переконання – як зміна поведінкових намірів. Для виявлення факторів, що впливають на інтерес до нових методів маркетингу та їх ефективність, було використано кореляційний та регресійний аналізи.
Показники уваги включали фіксації, час затримки, ентропію сканування та ранні компоненти ERP (P200, N200, N400). Індекси залучення охоплювали показники нейронного залучення, фронтальну когерентність та міжсуб’єктну синхронізацію. Результати переконання включали намір покупки, запам’ятовування, зміну ставлення та схильність до вибору бренду. Дослідження fMRI виявили активацію, пов’язану з винагородою, в прилеглому ядрі та префронтальній корі, тоді як активність альфа-діапазону EEG та компоненти P300 відображали увагу та когнітивну обробку. Відстеження руху очей продемонструвало візуальні патерни уваги, що лежать в основі рішень споживачів.
Посилання
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