Viewer Engagement in Response to Mixed and Uniform Emotional Content in Marketing Videos-An Electroencephalographic Study.

This study presents the results of an experiment designed to investigate whether marketing videos containing mixed emotional content can sustain consumers interest longer compared to videos conveying a consistent emotional message. During the experiment, thirteen participants, wearing EEG (electroencephalographic) caps, were exposed to eight marketing videos with diverse emotional tones. Participant engagement was measured with an engagement index, a metric derived from the power of brain activity recorded over the frontal and parietal cortex and computed within three distinct frequency bands: theta (4-8 Hz), alpha (8-13 Hz), and beta (13-30 Hz).