Advertising and consumer preference in neuromarketing: rTMS and individual trait effects on decision-making

The present neuromarketing research aimed at detecting changes in brain activity in response to commercial stimuli and goods to understand the impact of neurophysiological measures on marketing efficacy. This study explored the effects of subjective evaluation (self-report measures) and personality attitudes (BIS/BAS: Behavioural Inhibition and Activation System) on brain oscillation (Alpha, Beta, Theta, Gamma), in response to some consumer goods relative to different commercial sectors (alimentary, pharmaceutical, electronic, financial, clothing). Greater attention was given to the left DLPFC, an important area in decision-making processes. We adopted a combined rTMS (low-frequency 1 Hz on left and right DLPFC) and elettroencephalography (EEG) approach to determine the consumers’ (N = twenty-four) response during the vision of five commercials. Two control conditions were included in the experimental design to control both the simple inhibition effect (SHAM condition with absence of TMS stimulation) and the localization effect (control site condition, with the two half of the sample receiving either F3 or F4 stimulation). After the stimulation (TMS/SHAM) subjects evaluated goods and they were required to express their preferences by using semantic differential. The results showed higher left DLPFC theta activity in relationship to subjects with higher rewarding trait (BAS-Reward) during the vision of emotionally involving commercials independently from the valence of the good (more preferred and rejected goods). Moreover, some commercials engaged consumers and induced them to choose and prefer their goods, if compared to others. Specifically, theta modulation supported consumer’s engagement, showing significant differences between some commercials (i.e. “Samsung”, “Barilla”). Probably these brands were able to engage consumers, by inducing them to choose and prefer their products. Emotional and rewarding condition effects were adduced to explain the preference formation and the prefrontal cortical activity.