Neuroscience applied to television: measuring attention and emotion in the audience of FOREVER series
Article Sidebar
Main Article Content
Abstract
In this paper we show the results of an experiment on the first chapter of the American series titled Forever, in which the electrodermal activity of a group of 30 people was measured simultaneously using Sociograph technology. After the broadcast a self-administered survey among participants in the experiment were carried out. The results show that increases in EDL are preceded by a sudden change in sound or visual situation and unpredictability linked to situations that generate anticipation for the uncertain outcome. The decreases occur in situations of quiet and calm, with predictable solution, that could generate boredom in the audience. The most important changes in EDR activity are given in relation to violent content, conversations between main characters with high emotional charge, and finally in situations with high expectation. Remarkable is the presence of music in all times. In the subsequent survey conducted at the end of the broadcast, the main characters got high overall ratings, which were involved in all sequences with increased EDL and EDR, that suggest that maintained a positive attentional and emotional relationship with the audience, which is an important key to the success of the series. This fact is certainly reinforced by a high overall rating of the series, as well as the intention to continue watching it in the future.
Downloads
Metrics
Article Details
The main author must deliver the letter of transfer of copyright, according to the model provided by Vivat Academia, Revista de comunicación, which declares the transfer of copyright to the journal and make explicit the rights of authors regarding the dissemination and use of the manuscript once published.
Creative Commons Attribution/Non Commercial 4.0 International
References
Aiger, M.; Palacín, M. & Cornejo, J.M. (2013). La señal electrodérmica mediante Sociograph: metodología para medir la actividad grupal”.Revista Internacional de Psicología Social: International Journal of Social Psichology, 28 (3), 333-347. doi: 10.1174/021347413807719102.
Andreu-Sanchez, C.; Contreras-Gracia, A. & Matín Pascual, MA. (2014). Situation of neuromarketing in Spain. El profesional de la información, 23 (2), 151-157
Avendaño Castro, W.R. (2013). Un caso práctico para el análisis del neuromarketing visual en el centro comercial Ventura Plaza (Cúcuta, Colombia). Cuadernos de la administración, 29 (49), 17-27.
Blakeslee, S. (2004) “If You Have a 'Buy Button' in Your Brain, What Pushes It?” New York Times, 19 de Octubre.
Beer, J.S. & Lombardo, M.V. (2007). Insights into Emotion Regulation from Neuropsychology. En J. Gross. Handbook of Emotion Regulation (pp. 69-86). New York: Guilford Press.
Boricean, V. (2009) ”Brief history of neuromarketing” ICEA – FAA. The International Conference on Economics and Administration. Faculty of Administration and Business, University of Bucharest, Romania. 14-15 de Noviembre.
Gil-Lafuente, J.; Vidal, JMT & Martínez, JA. (2010). The optimization of investment in POS advertising through a fuzzy model based on the application of neuromarketing techniques. Computational Inteligence in Business and Economics, 3, 431-441. doi: 10.1142/9789814324441_0052
Martínez Herrador, J.L.; Garrido Martín, E.; Valdunquillo Carlón, M.I. & Macaya Sánchez, J (2008). Análisis de la atención y la emoción en el discurso político a partir de un nuevo sistema de registro psicofisiológico y su aplicación a las ciencias políticas. DPSA. Documentos de trabajo del Departamento de Psicología Social y Antropología, 2.
Martínez Herrador, J.L.; Monge Benito, S. & Valdunquillo Carlón, M.I (2012) . Medición de las respuestas psicofisiológicas grupales para apoyar el análisis de discursos políticos. Tripodos, 29, 53-72.
Morin, C. (2011). Neuromarketing: The New Science of Consumer Behavior. Symposium: Consumer culture in global perspective, 131-135. doi: 10.1007/s12115-010-9408-1.
Reimann, M.; Castano, R.; Zaichkowsky, J. & Bechara, A. (2012). Novel versus familiar brands: an analysis of neurophysiology, response latency and choice. Marketing letters, 23 (3), 745-759. doi: 10.1007/s11002-012-9176-3
Sanchez-Porras, MJ. (2013). Music persuasión in audio-visual marketing. The example of Coca Cola. Historia y Comunicación Social, 18, 349-357. doi: 10.5209/rev_HICS.2013.v18.44333
Touhami, Z.O.; Benlafkin, L.; Jiddane, M.; Cherrah, Y.; El Malki, H.O. & Benomar, A. (2011). Neuromarketing: Where marketing and neuroscience meet. African Journal of Business Management, 5 (5), 1528-1532. doi: 10.5897/AJBM10.729.
Vecchiato, G.; Cherubino, P.; Maglione, AG.; Ezquierro, MTH.; Marinozzi, F.; Bini,F.; Trettel, A. & Babiloni,F. (2014b). Neurophysiological tolos to investigate consumer´s gender differences during the observation of TV commercials. Computational and mathematical methods in medicine, 912981. doiI: 10.1155/2014/912981.