GENDER DIFFERENCES IN AUDIOVISUAL CONSUMPTION: A NEUROSCIENCE EXPERIMENT ON TV ADS

This paper shows the results of an experiment in neuroscience on a group of 20 people applied to audiovisual consumption, particularly television spots. The method used was the measurement and analysis of their electrodermal activity. The results indicate significant differences in attention by gend...

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Bibliographic Details
Published inVivat academia (Alcalá de Henares) Vol. 20; no. 141; pp. 39 - 54
Main Authors Frade, Alejandro Tapia, Fernández, Mario Rajas, Guerra, Elena Martín
Format Journal Article
LanguageEnglish
Spanish
Published Madrid Revista Vivat Academia 01.12.2017
Subjects
Advertisements
Attention
Emotions
Gender aspects
Gender differences
Neurosciences
Personal communication
Spot television
Spots
Television
Theme
Spain
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Summary:This paper shows the results of an experiment in neuroscience on a group of 20 people applied to audiovisual consumption, particularly television spots. The method used was the measurement and analysis of their electrodermal activity. The results indicate significant differences in attention by gender. The most notable increases seem to be more related to the sound than to the picture. The comic theme aroused a higher level in men but not in women. Similarly, the novelty seems to be an important factor in generating attention and excitement, as the spots not issued in Spain had significantly higher values on attention and emotion. Finally, the spots where the language of speech was not Spanish also had significantly higher values in attention, but not in emotion.
ISSN:1575-2844
DOI:10.15178/va.2017.141.39-54