A Neuromarketing Experiment in the Effects of TV Advertising

  In 2014, a neuromarketing experiment was conducted in Spain that showed how advertising works on consumers. Advertising is a complex form of communication in which psychological knowledge is applied intensively. It mainly seeks to influence three areas: attention, emotion, and memory. The neuromarketing experiment was conducted at the University of Valladolid. It was directed by Dr. Alejandro Tapia, a marketing expert, and Elena Martín, a communications researcher. The central purpose was to assess how different factors affected viewers’ emotions and attention. To conduct the experiment, a group of 30 participants, of both sexes, aged between 18 and 22 years,…