Measurement of attention to fear attractiveness used in television advertising with neuroscientific methods, master thesis

Advertising is an expensive communication effort and requires large budgets. Especially television commercials, they are expensive due to the professionalization of the production. Additionally, the purchase cost of media is constantly increasing. To date, attitudes, behaviors and thoughts towards advertisements have been tried to be tested and learned with traditional methods. But for advertisers, this alone is not enough. Because consumers may not express their true thoughts. For these reasons, advertisers have begun to focus on neuroscience in order to learn the true thoughts of consumers. Because neuroscience gives the opportunity to learn closer information about the real thinking of consumers through the tools it uses. Therefore, there is no study which neuroscientific method is used to measure the attention and feelings of fearful television commercials. In this study; it is aimed to examine and measure the attitude and attention towards television advertisements containing fear, and the attitude and attention towards informative advertisements that are not containing fear with neuroscientific methods. Accordingly, in the designed experiment while the participants were watching fear commercials and non-fear commercials, eye tracking and skin conductivity methods were used simultaneously. It was also observed that there was a statistically significant difference between the attention levels of male and female participants measured by eye tracking and GSR method.