Human Attention in Advertising: EEG-Based Neuro-Marketing Insights on Media Framing and Visual Design
(A2025-125498)

AUTHORS

Hui-Chih Wang, National Taiwan University of Science and Technology; Berri Brilliant Albar, National Taiwan University of Science and Technology; Chun-Ling Lin, National Taipei University of Technology; Mehmed Kantardzic, University of Louisville

ABSTRACT

This study investigates how intertitle design and emotional cues influence viewer attention in video advertisements, measured via EEG. The analysis revealed that repeated text intertitles in the second display generated higher EEG activity, particularly in Beta and Gamma bands, indicating enhanced attention. Graphic intertitles, compared to text-based ones, elicited more brain activity, especially in the right parietal region, confirming the stronger impact of visual elements. Negative emotional framing was more effective than positive framing in capturing attention, with significant activation in the parietal and frontal regions. Gender differences were also observed: females responded more to repeated text and negative framing, while males were more engaged with graphic intertitles and positive stimuli. These findings provide actionable insights for marketers on optimizing ads designs to increase viewer engagement through repetition, visual elements, and emotional framing. Further research should explore diverse populations and integrate additional metrics to deepen understanding.