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Pupillometry reaction and its emotional relationship during bi-sensorial stimuli in University students
13th World Congress on Dementia and Alzheimer’s Disease
September 16-17, 2019 | Paris, France
Santiago Restrepo
Corporacion Universitaria Americana, Colombia
Posters & Accepted Abstracts : J Clin Psychiatry Cog Psychol
Abstract:
This research, based on a study of neuro-physiological
responses generated by emotional reactions, helps
advertising agencies understand how they can use consumer
neuroscience to develop more effective advertising campaigns.
The study makes use of biometric tools which identify how
specific stimuli can influence the consumer decision making
process. Our aim is to enable agencies to use these tools on
a daily basis to create more persuasive campaigns. With the
globalization of brands and the need to remain competitive
by understanding changing consumer preferences, it is
increasingly important to have the right tools and to be able to
execute new ways of positioning in the market. (Santesmaes,
M. 1995).
This research has involved 52 university students and
establishes the relationship between contingent alteration
pupillometry with the multimodal (Video & Audio) and basic
emotions – fear and happiness - stimuli which were exposed
to the participants of this study. The identification of the
type of the emotional response can determine if people
will have a positive or negative response for a product or a
brand affecting in a direct way the consumer making decision
process for buying or consuming a specific product. Once the
stimuli have been received by the nervous system it provokes
neurophysiological and neuropsychological reactions that had
been activated by the reward control system or the inhibitory
control system that are located in the specific regions of the
brain such as: nucleo accumbens and tegmental ventral area.
These reactions are able to affect consumer´s behavior related
to the procurement decision process to acquire goods and
services.
Measurement of the pupillary diameters after applying
different stimuli can provide an explanation to the type of
emotions that generates and identifies both the valence and
the intensity of this perception that can be correlated with the
consumer decision and buying process, as well as his attitude
toward life. The research has been done on a population of
university students, 52 selected subjects, 13 men and 13
women with blue/green eyes and 13 men and 13 women
with browns eyes. Filters regarding some characteristics of the
sample were taking into account such as: health status, age (18
to 24), education level, eyes color, among others. The visual
stimuli were taken from standardized and validated worldwide
test such as TAT, CAT and Baron Cohen test. In addition, the
auditory stimuli were taken from soundtracks of classic films
on comedy or horror. The research methodology was mixed,
with correlational and descriptive approach.
The preliminary information of the study suggests that there
are some correlations between the type of the stimuli and the
pupil dimeter reaction. In addition, that the color of the eyes of
the subjects is also a factor that should be taken into account
at the moment of the evaluation of any kind of advertising.
A deeper analysis of the database it’s been analyzed and will
provide new evidence about the time response of the pupil
after the stimuli had been shown.
This work presents an opportunity for advertising agencies
may have relevant information about consumer behavior
when they are establishing communication strategies and the
execution involves the usage of photographs or audios in their
advertising material such as billboards, videos, tv commercials,
posters, flyers among others.
Biography:
Santiago Restrepo is working as faculty of advertising, Corporación Universitaria Americana, GISELA Research Group in Medellín-Colombia. He is a psychologist, specialized in organizational psychology. He also completed his master’s in Neuropsychology, Doctor in Neuroscience and Post-doctorate in Science.
E-mail: srestrepo@americana.edu.co
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