The use of neuroscientific methods for evaluating attention towards humorous television commercials

In the literature, attention towards humorous television commercials has been studied and measured by traditional methods. No neuroscientific methods have been used in the measurement of attention towards humorous television commercials until today. Therefore, any researchs have not been conducted on the use of neuroscience methods in the evaluation and measurement of attention towards humorous television commercials. Within the scope of this study, it was aimed to be able to evaluate and measure the attention towards humorous television commercials with neuroscience methods and to support it with traditional methods. In this way, study has been conducted in a two-stage mixed method. In the first stage, in the designed experiment, while the participants were watching, the humorous commercial film determined, eeg (electroencephalography), eye tracking and facial coding methods were used. In the second stage, participants were asked to respond to the attitude questionnaire for the commercial they watched. According to the results of the study, it has been determined that attention towards humorous television commercials can be measured. It has also been seen that there was a statistically significant difference between the levels of attention of female and male participants measured by eeg and traditional method. Keywords: Humor in Advertising, attention, neuroscientific methods, consumer neuroscience