Regina W.Y. Wang

EEG Spectral Dynamics of Video Commercials: Impact of the Narrative on the Branding Product Preference

Neuromarketing has become popular and received a lot of attention. The quality of video commercials and the product information they convey to consumers is a hotly debated topic among advertising agencies and product advertisers. This study explored the impact of advertising narrative and the frequency of branding product exposures on the preference for the commercial and the branding product. We performed electroencephalography (EEG) experiments on 30 subjects while they watched video commercials. The behavioral data indicated that commercials with a structured narrative and containing multiple exposures of the branding products had a positive impact on the preference for the commercial and the branding product. The EEG spectral dynamics showed that the narratives of video commercials resulted in higher theta power of the left frontal, bilateral occipital region, and higher gamma power of the limbic system. The narratives also induced significant cognitive integration-related beta and gamma power of the bilateral temporal regions and the parietal region. It is worth noting that the video commercials with a single exposure of the branding products would be indicators of attention. These new findings suggest that the presence of a narrative structure in video commercials has a critical impact on the preference for branding products.

Differentiation in the arched surface of packaging: Its influence on the findability of logo typography displays

Abstract Packaging plays a role of protecting the product, attracting consumers’ attention, and communicating the product’s contents. Logo typography is the most important written information of packaging. Among the packaging forms of commodities in the market, cylindrical packaging is in the majority. In the condition that the commodities are highly homogenous, packaging design has become an important factor in marking their difference. For example, changing the arched surface of cylindrical packaging is one of the feasible schemes. However, will different arched surface designs in cylindrical packaging with varied font features affect consumers’ findability of the commodity? We investigated performance of the seven font features of logo typography combined with seven types of arched surface by means of experiment. The results of this study are as follows: (a) Interaction occurs between arched surface with different proportions and varied font features. (b) When logo typography is on the arched surface of a cylinder that has a ratio of horizontal axis to vertical axis between [3:5] and [2:5], varied font features will make significant difference in findability. (c) When the arched surface is greater (i.e. the ratio will become smaller, e.g., [2:5]), the oblong typography is superior to square typography ([Balloon Bd BT (e.g., )]). (d) Optimum findability and discerning performance are achieved when the font feature used is a sans serif structure with equal strokes in thickness, according to the design principle of logo typography. If logo typography is put on the arched surface of an outstanding cylinder (when the visible arched surface is narrower), the fonts with strokes and structure like Script should be avoided as much as possible to keep off low findability.

The impact of parameters of store illumination on food shopper response

Customer behavior in sales areas is strongly influenced by the perception of surroundings and feelings of well-being. By using dynamic retail solutions of basic, accent and dramatic lighting it is possible to attract attention, create a unique in-store environment and give customers a reason to stay and return to the store. The simplest and also the most successful method to reach customer attention in food selection (buying) process is through eye-catchingly illuminated visuals of products. Visual senses has evolved to top ranks in the sensory hierarchy, therefore visual stimuli have a tendency to overcome all other senses. The paper deals with a comprehensive interdisciplinary research of the influence of light and color on the emotional state of consumers (valence) on the food market. It integrates the measurement of light intensity, color temperature or emitted color spectrum in grocery stores, recognition of emotional response and the time of its occurrence among respondents due to different lighting types and color in simulated laboratory conditions. The research is focused on accent lighting in the segment of fresh unpackaged food. Using a mobile 16-channel electroencephalograph (EEG equipment) from EPOC company and a mini camera we observed the response time and the emotional status (valence), in order to reveal true consumer preferences in different lighting conditions (color temperature and color rendering index) and their non-traditional color (yellow, purple, red, blue and green) for the selected food type. The paper suggests possibilities for rational combination of the effective, efficient and energy-saving accent lighting, by which the retailer can achieve not only an eye-catching and attractive presentation of merchandised products, but also significant savings within operating their stores.

Service dimensions for consumer emotions

This study proposes important factors in service dimensions for consumer emotions and conducts a survey by questionnaire. We present three findings. (1) The orders of the survey results in the percentage of sample number with “hue angle” of beverage packaging, emotions, and impulse buying desire all showing “analogous > contrasting > complementary.” (2) In the questionnaire survey of emotions and impulse buying desire, “medium color temperature,” yellow green/green “analogous,” and the combination of these best aroused positive valence and desire. (3) Positive emotion dimensions can better arouse consumers’ impulse buying desire compared with negative emotion dimensions. We hope the proposals for classifications of service dimensions for consumer emotions made in this article will make a contribution to both improving service quality and the research progress on consumer emotion-oriented design and service.

Study of the Design Operation of Graphic Simplification

ABSTRACT Graphic design is often considered an artistic behaviour that is difficult to analyze rationally. With the development of research tools, it has become feasible to examine graphic design quantitatively. The objectives of this study are to define techniques that will quantify the simplification of graphics and to develop a systematic set of rules for graphic simplification. Through the three stages of the research process - ideation development of interval graphic simplification design, design practice, and discussion - this study presents four graphic simplification methods for the interval concept, namely: (a) grid simplification method, (b) node reduction method, (c) geon reduction method, and (d) blur method. This study proposes these techniques as viable methods to quantify and rationally analyze graphics, and hopes to provide valuable references for practitioners of graphic design, symbol design and computer-aided design (CAD) applications. The interval concept is the idea that the actual space between simplified graphics can be indicated by meaningful standard intervals.

Temporal and spectral EEG dynamics can be indicators of stealth placement

Stealth placement marketing, where consumers are unaware that they are being marketed to, attempts to reduce the audiences’ resistance to traditional persuasive advertising. It is a form of advertising that involves targeted exposure of brands or products incorporated in other works, usually with or without explicit reference to the brands or products. Brand placement can be presented in different visual and auditory forms in video programs. The present study proposed that different ‘representations’ (i.e., representable or non-representable) and ‘sounds’ (i.e., speech or musical sound) of brand placement can affect the viewers’ perception of the brand. Event-related potential results indicated significant differences in P1, N1, P2, N270, and P3. Further, event-related spectral perturbation results indicated significant differences in theta, alpha, beta, and gamma (30–100 Hz), in the right parietal, right occipital area, and limbic lobe. ‘Non-representable’ or ‘speech sound’ brand placement induced significant temporal and spectral EEG dynamics in viewers.