Electroencephalography (EEG) allows us to measure the biological electrical impulses on a participant’s scalp. More specifically, the technique permits us to quantify two parameters:
(1) A consumer’s engagement with the brand or product;
(2) A consumer’s approach / withdrawal (like / dislike) towards the brand or product.
Engagement is associated with the heightened emotional connection a consumer feels for a particular brand or product. Engagement would strongly influence one’s attitude and consumption behaviour.
On the other hand, approach / withdrawal explains a consumer’s response to new products or brands.
EEG result: Ad Evaluation