Business Neuromanagement: Brain Technology and Work Performance Optimization
Keywords:
consumer neuroscience, attention, emotion, advertising effectiveness, audiovisual formatsAbstract
Introduction: It was analyzed how attention and neurophysiological activation explain advertising effectiveness in digital environments. The approach is based on the convergence between neuroscience and marketing (EEG, fMRI, eye-tracking and galvanic response), given the limitations of self-reporting to capture rapid and unconscious processes of attention and emotion. Hypotheses were raised about the positive relationship between attention/emotion and memory, intention and attitude, as well as differences by format (video vs. image).
Method: Quantitative, non-experimental, cross-sectional and correlational study. Convenience sample of 120 consumers (18–45 years old). Portable EEG was recorded for attention and emotion indices; then, a Likert questionnaire (12 items) of recall, intention and attitude. Procedure: individual exposure to 6 advertisements (3 videos, 3 images) of 30 s with pauses. Analysis in SPSS v28: descriptive, Pearson and ANOVA (p < .05).
Results: Videos outperformed images in attention, emotion, recall, intention, and attitude (gaps ~1.1–1.6 points). Positive correlations: attention, ↔ recall/attitude; emotion ↔ intention. Scatter plots showed ascending linear trends; ANOVA indicated significant differences by format.
Conclusions: Applied neuroscience enhances the prediction of advertising effectiveness and guides the design of more effective audiovisual messages. Its use requires neuroethics, transparency and protection of mental privacy. It is recommended to expand samples, compare cultural contexts, and explore longitudinal designs to strengthen generalization and the balance between innovation and cognitive autonomy.
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