Effects of Advertising Stimulus According to Consumer's Sound Information Acceptance Characteristics: Neuroscientific Quantification of Emotion Prediction

Abstract

Each person evaluates the information exposed through the advertisement differently, and the emotional evaluation of the advertisement also appears differently. However, the connection between music and color, shared by both individuals and cultures, emerges clearly and consistently. Emotions evoked through music and color stimuli, such as TV commercials, have non-verbal message properties. Therefore, analyzing the advertising effect through unconscious emotional response through the correspondence of music and color has an important meaning in the information delivery aspect of marketing communication. Analyzing human emotions through the brain's mechanism that responds unconsciously allows us to understand consumer's attention, concentration, and emotional response of comfort according to the correspondence between music and color. Based on the results of brain wave analysis, it is possible to build an emotional system that can predict and manage the direction of emotional responses that music and color can induce.

Keywords: Marketing Communication, Music, Color, Emotion, Synesthetic, EEG