The perception of movie trailers through consumer neurosciences techniques

Abstract

Purpose: The purpose of this study is to uncover the different reactions consumers have towards the different methods of advertising, specifically audio-video material in the motionpicture industry. Design/ Methodology/ Approach: The study starts by exploring literature about the motionpicture industry, consumer neurosciences, and neurophysiological tools. The consumer neuroscience tools that were used in this study are High Definition Electroencephalography, Galvanic Skin Response and Eye Tracking. Data was gathered from these tools, then compared and contrasted with the existing literature. Findings: The results of this study highlight the natural reactions from the participants to the different types of advertising stimuli. The study aims to show how the different genders perceive the original marketing material of a movie along with the edited material. With such data, one can analyse how to improve a trailer to have the optimal reaction and interest levels. Research Limitation/ Implication: The use of consumer neurosciences techniques signifies that the tests were carried out in a laboratory and hence, the movie trailers were not experienced in their natural environment. Practical Implications: Previous studies use different methods of data gathering. The use of the consumer neurosciences tools could provide the industry with new insight of what customers actually want and how the companies can portray their marketing more effectively. Another implication is that the tools will provide scientific data, which is something new. Originality/ Value: Firms operating in the motion-picture industry must make use of consumer neurosciences techniques in their methods of communicating with their target audience and focus on methods which are bound to be pleasant and more appealing to the target audience.