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the EEG technology (Silberstein et al., 1990, 2000;
Silberstein, 1995). In this study (Silberstein et al.,
2000), they collected the cerebral activity from thirty
five women that were subjected to the exposition of
eighteen minutes documentary in which 12 US TV
commercials were inserted within. Seven days after
the recording, the participants were asked to recall
the viewed advertisements from a series of frames
taken from the same commercials. They found out
that images corresponding to a minima of the
posterior frontal latency were more likely to be
recognized than images associated to a SSVEP
latency maxima. Moreover, they showed a
significant correlation between the recognition
performance and SSVEP latency measured at
electrode sites located in the left posterior frontal
site suggesting that this kind of result can be
employed in order to asses the strength of long-term
memory encoding for the audiovisual stimuli they
proposed.
5 CONCLUSIONS
In recent years, Neuromarketing has gained always
more interest and attention in both the scientific
community and mass media. Findings obtained so
far show that results from these studies can be of
help for many areas of marketing. For instance,
marketers could exploit neuroimaging tools in order
to achieve hidden information about products and
services to advertise that is impossible to acquire.
This information could be employed both during the
design process of an item and during its commercial
campaign. In fact, one could think to adopt these
neuroelectrical tools to test different versions of the
same object, evaluate the cerebral results and use
them according to the requirements of the company
and at the same time facing with the consumers’
need. In addition, marketers could use an ad pre-test
in order to create a TV commercial which is as
closer as possible to the demand of the same. In this
case we can distinguish two different point of view
of the powerful and innovative tool: from one hand,
product manufacturers could use cerebral
information in order to force people to buy and
consume products that they don’t want and neither
need; from the other hand, we hope that
neuromarketing will be of help in design objects and
the environment following the pleasures of each of
us and for identifying new and exciting products that
people want and find useful.
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