Investigating the Relationship Between Memorable TV Advertisement and Consumers’ Audiovisual Emotions Using Neuromarketing Approach

In this study, the relationship between memorable TV advertisement and consumers’ audiovisual emotions has been investigated using neuromarketing approach. Considering research objective, it’s an applied study and regarding method it’s an experimental study. The statistical population of the study includes audience of TV commercials and the statistical sample includes 4 male and 5 female in the range of 22 to 55 years old which selected using purposive sampling method. In data gathering phase, customers’ brain reactions were recorded using electroencephalogram applying OpenBCI processing software with a sampling rate of 512, in the range of 7-13 HZ and 30 frames per second using FP1. After elimination of the artifacts and calculation of the data average of these in the Excel software, TV commercials were divided into three selected and normal messages. Analyzing the research data using SPSS software indicated that, there is a significant correlation between the emotions and feelings while watching the selected commercial and the remembered words, sounds and images. Furthermore, there isn’t any significant relation between the emotions and feelings while watching the lower rank commercial and the remembered words, sounds and images.