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Neuromarketing as a New Methodology for Broadcasters: A Comparison of European Public and Private Channels

Abstract:

Neuromarketing becomes an allied methodology in market research, for communication and advertising due to its capability to offer individual’s insights often hidden to traditional qualitative methods. Neuroscience techniques are trendy among the biggest broadcasters worldwide. Entertainment industry seeks new formula to maximize the efficacy of its production. This paper offers literature review that discusses an implementation of innovative neuroscience methods by private and public European Service Broadcasters, and the potential use of neuroscience to establish rules in order to adapt to audience’s preferences. The research considers how key aspects for cognitive processing and emotion may positively impact in the design of transmedia content. This paper from its methodological standpoint, studies the implementation of innovative neuroscience methods and analyses how neuroscience contributes to a deep understanding of media experiences effects on individuals. Evidence shows that European broadcasters employ neuromarketing mainly limited to two purposes: testing commercial spaces and entertainment projects. Data shows that audience participation, content redundancy and emotional engagement seen on social TV and alternative screens are productive to create efficient experiences.