Revista de Ciencias de la Comunicación e Información. 2025. Vol. 30, 1-22

ISSN 2695-5016


APPLICATION OF NEUROMARKETING TO THE ANALYSIS OF BEER ADVERTISING: CONSUMER EMOTIONAL PERCEPTIONS

 

Mateo Hernán Coello-Reyes: University of Cuenca. Ecuador.

René Ernesto Esquivel-Gaón: University of Cuenca. Ecuador.

María Esthela Saquicela-Aguilar: University of Cuenca. Ecuador.

 

How to cite the article:

Coello-Reyes, Mateo Hernán; Esquivel-Gaón, René Ernesto & Saquicela-Aguilar, María Esthela. (2025). Application of neuromarketing to the analysis of beer advertising: consumer emotional perceptions. Revista de Ciencias de la Comunicación e Información, 30, 1-22. https://doi.org/10.35742/rcci.2025.30.e350


ABSTRACT

Introduction: The aim of this study is to analyze the emotional intensity and behavioral responses generated by stimuli presented in images and videos of six beer brands (Pilsener, Club, Latitud Cero, Heineken, Corona, and Budweiser) among potential consumers. The study will also identify which advertisements sparked the greatest interest, thus demonstrating the effectiveness of the advertising strategies implemented Methodology: An experiment was conducted with 20 participants, aged 19 to 24, from the city of Cuenca, Ecuador. The following neurophysiological techniques were applied: GSR (galvanic skin response) and eye tracking. The Marketing Laboratory of the University of Cuenca provided the equipment, and the experiment was conducted at Gazepoint. The stimuli included images and advertising videos of the aforementioned beers that tell a story related to the products and brands. Results: Advertising for foreign beer brands generates less emotional intensity than advertising for national brands in the Ecuadorian market. This demonstrates the relationship between the emotional state generated by the advertisements and consumer recall. Discussion: Neurophysiological instruments, such as galvanic skin response (GSR) and eye tracking, allow us to identify the most effective communication strategy for activating a positive emotional response in beer consumers. Conclusions: This study uses neurophysiological techniques to evaluate different advertising strategies and identify the most appealing strategy to a young beer-consuming audience. These findings provide valuable insights for optimizing brand positioning and enhancing the effectiveness of advertising strategies in emerging markets.

Keywords: neuromarketing; galvanic skin response (GSR); eye -tracking; beers; brand; advertising.

1. INTRODUCTION

In recent years, the application of neurophysiological methods to study the effects of advertising on consumers has grown significantly. However, little is known about how human reactions change when exposed to advertising stimuli (Pozharliev et al., 2017). This is why neuromarketing is currently attracting attention from leading companies regardless of their target audience. When consumers intend to purchase a product, they encounter various brand-specific advertising stimuli, including logos, colors, shapes, and narratives that constitute the brand's identity and image (Crespo-Tejero et al., 2024).

Branding strategies currently focus on the interests of the target audience to help consumers make purchasing decisions and generate added value for the brand. Thus, branding provides an opportunity to shape consumers' perceptions of a company (Fernández-Lores et al., 2014). 

It is important to note that emotional sensitivity to advertising stimuli presented to consumers generates different reactions based on past experiences or memories associated with the brand. For example, viewing an advertisement for a favorite beer brand is likely to generate positive excitement. This is why the visual image and the feelings it evokes are especially important for impulse purchases (Cristófol-Rodríguez et al., 2024). These emotional impulses generate sensations such as satisfaction, relaxation, and memories during interaction with the brand. Therefore, current marketing prioritizes sensory and emotional techniques that influence purchase decisions.

Beer is a globally recognized beverage. According to some studies, its flavor stimulates the desire to drink alcohol and releases dopamine, a chemical that promotes excitement (Laines, 2016). The beer industry is increasingly characterized by new consumer trends, and companies are constantly adapting to them to guarantee brand growth. Examples include increasing their presence at sporting events, sponsoring official Champions League matches worldwide, and providing apparel sponsorships for teams, among other strategies.

After analyzing various brand responses to stimuli, the focus will be on six beers: national brands Pilsener, Club, and Latitud Cero, and international brands Heineken, Corona, and Budweiser. This study will analyze how these beers have successfully established brand recognition through diverse advertising stimuli by presenting their products in distinct and targeted ways to specific audiences.

1.1. Neuromarketing in the consumer

Traditionally, methods of identifying the impact of brand image relied on qualitative questionnaires, which depend heavily on participants' ability to describe their level of attention. This approach generates a behavioral bias related to the brand, whether due to preference or social desire (Poels & Dewitte, 2006).

To overcome these limitations, researchers and companies now employ neurophysiological methods to study the effectiveness of marketing strategies. Therefore, consumer neuroscience provides access to mental and physiological processes, improving the understanding of individual behavior. This is because it does not require an active or conscious response from participants after the stimulus. Rather, the response occurs while participants are exposed to the stimulus (Pozharliev et al., 2017).

Consequently, Harris (2018) asserts that neuroscience furnishes techniques for gauging consumer decision-making processes and quantifying subconscious preferences, thereby facilitating the interpretation of cognitive and affective processes. Consequently, numerous studies now use neurophysiological tools, such as galvanic skin response (GSR), electroencephalograms (EEG), heart rate measurement, and eye tracking (Harris et al., 2018).

1.2. Brand identity

As mentioned by Crespo-Tejero et al. (2024), brand strategy is a crucial component of any company that produces consumer goods, and measuring its impact on consumers is always necessary. However, the growth of the beer industry and today's competitive landscape offer various advertising opportunities, including digital, television, and print media. The latter are used less frequently by consumers and companies.

The rise of social media and major brands' presence on digital platforms has sparked interest in studying the impact of stimuli that define corporate visual advertising, leading to the development of corporate identities (Mañas-Viniegra et al., 2020).

A visual identity enables a brand to express its essence through graphic elements that convey its values and vision. To achieve recognition and success, it is essential to define the identity clearly and highlight its unique qualities (Pérez, 2020). This way, the brand will be recognized and valued at the time of purchase. There are companies that have efficiently positioned their identity; the public recognizes them solely through their colors.

Neuromarketing identifies whether companies correctly manage their brand and visual identities by comparing the responses generated by different companies' visual communication elements, aiming to identify the most effective strategies for the target market (Mañas-Viniegra et al., 2020).

1.3. Pilsener, Club Premium, Latitud Cero, Heineken, Corona and Budweiser

Founded in 1887 in Ecuador, Cervecería Nacional (Cervecería Nacional Ecuador, n.d.-a) owns the Pilsener and Club brands. These nationally positioned beer brands are known for their flavor, color, and bottle design, characteristics that align with their target market.

Pilsener is a popular beer brand and a symbol of Ecuadorian tradition. Its core message is “the beer of Ecuadorians, always close to football, local festivities, and traditional foods, celebrating every moment of togetherness joyfully” (Cervecería Nacional Ecuador, n.d.-b). The brand's values include familiarity, celebration, and community, and its target audience is the general public across all socioeconomic levels.

Club Premium's brand is associated with exclusivity, sophistication, and prestige. Its core message targets discerning consumers of middle to upper socioeconomic levels who are interested in exclusive experiences and projecting values of elegance and exclusivity (Cervecería Nacional Ecuador, n.d.-c).

Latitud Cero is a beer founded in 2015 in Cuenca, Ecuador. It is connected to its equatorial origin and focuses on artisanal production. Its key message is national pride in its geographical location and connection to nature. Its projected values are identity, cultural connection, and sustainability.

In 2019, Heineken acquired a majority stake in Biela y Bebidas del Ecuador S.A. company, and began local production in July 2020 (Redacción, 2020). Heineken presents itself as a beer focused on authenticity and seeks to connect with consumers who value global and cosmopolitan experiences. It targets a young audience and offers a modern experience.

Corona is a Mexican beer that invites consumers to disconnect from their routines and reconnect with nature (Cervecería Nacional Ecuador, n.d.). It targets an audience seeking relaxation and experiences in natural settings.

Budweiser is an American beer characterized by its universal and emotional message to consumers during celebrations. Cervecería Nacional Ecuador is the brand's official distributor, focusing on the colors and symbolic elements represented on the bottle. This results in “a perfectly balanced and fresh flavor” (Cervecería Nacional Ecuador, n.d.-e).

Clearly, each beer has its own market segment and brand identity. For this reason, commercials for each beer were evaluated using neurophysiological instruments to identify the most resonant advertising.

2. OBJECTIVES

This research aims to identify the most effective advertising strategies for beer commercials in terms of brand identity and visual narrative. The goal is to pinpoint key patterns and differences in the positioning of local and international brands. The analysis will evaluate advertising effectiveness using metrics such as emotional intensity (measured by Global Stress Reduction) and visual attention (measured by eye tracking), relating these metrics to brand recognition and preference.

Research Hypotheses

3. METHODOLOGY

To achieve the research objective, an experiment was conducted in the neuromarketing laboratory at the University of Cuenca. The experiment was carried out with guarantees of confidentiality and in compliance with ethical standards. Informed consent was obtained from each participant prior to data collection. Then, participants were given a brief explanation of how the equipment operated, and the sensors were attached and calibrated. Previous studies have shown that samples of 15 to 30 participants are suitable for eye-tracking and galvanic skin response (GSR) experiments because these techniques generate detailed biometric data, which reduces variability in responses (Venkatraman et al., 2015).

3.1. Sample selection

The sample for this experiment consists of 20 young people between 19 and 24 years old: 10 (50% of the sample) are men, and 10 (also 50%) are women. All of the participants are students majoring in marketing at the University of Cuenca. This sample was chosen for its ability to produce accurate neurophysiological data; techniques such as GSR and eye tracking capture high-quality, reliable data without relying on subjective responses (Bitbrain, 2018). These techniques allow for the collection of detailed neurophysiological responses, reducing the need for larger samples compared to traditional marketing approaches.

3.2. Experimental design

It was developed in two phases:

Phase 1: Presentation of images of Ecuadorian beer brands (Pilsener, Club Premium, and Latitud Cero) (Figure 1) and international beer brands (Corona, Heineken, and Budweiser) (Figure 2) for 10 seconds each, with a 2-second break between them to avoid visual and emotional fatigue. The images were carefully selected to highlight each brand's most representative visual elements, such as the logo, packaging, and other brand elements.

Figure 1. Images of National Beers.

Source: Digital Media of Cervecería Nacional and Latitud Cero.

Figure 2. Images of International Beers.

Source: Digital Media of Corona, Heineken, and Budweiser.

Phase 2: Viewing of spots for each of the six brands. The duration of each spot varied between 11 and 45 seconds depending on its structure. The commercials were shown in the following order:

  1. Pilsener (15 seconds)
  2. Club Premium (45 seconds)
  3. Latitud Cero (21 seconds)
  4. Heineken (15 seconds)
  5. Corona (30 seconds)
  6. Budweiser (11 seconds)

Figure 3 shows the most important boxes from the analyzed beer commercials for each brand. These boxes are presented in the same order in which they were shown to the participants during data collection.

Figure 3. Beer Spots.

Source: Gazepoint, University of Cuenca.

3.3. Variables and measures that were analyzedg

The galvanic skin response (GSR) sensor used in this study was provided by the University of Cuenca and is a Gazepoint brand sensor. It is placed on the non-dominant hand, specifically on the index and middle fingers. This placement allows the device to measure skin conductance, which provides a direct measure of participants' excitement (Venkatraman et al., 2015). This measurement is recorded in microsiemens (μS) and registers small variations in skin conductance. Increases in skin conductance indicate greater activation of the sympathetic nervous system and are associated with emotions such as excitement, interest, surprise, or stress. Using these consumer neuroscience techniques, the electrodermal response was obtained by evaluating changes in sweat gland activity in response to a specific stimulus (Paredes Escobar, 2020).

The same team also provides an eye-tracking measurement system used in neuromarketing and human behavior studies to evaluate attention, interest, and visual interaction with stimuli such as advertisements, web pages, and products. The system identifies gaze patterns through graphical data visualizations, showing what participants paid the most attention to and how long they examined the content (Hennessey, 2024). As Daugherty and Hoffman (2014) mention, areas shaded in red indicate zones of the greatest visual impact, followed by areas shaded in yellow and green, respectively, according to participants' level of interest.

The metrics planned to be measured with this equipment during the experiment are:

4. RESULTS AND DISCUSSION

To achieve the objective of identifying the most effective advertising strategies for beer commercials in terms of brand identity and visual narrative, central tendency graphs were created to illustrate typical values in the dataset obtained through GSR. These graphs were combined with eye-tracking analysis using heat maps, visual trajectories, and participant fixations. Table 1 below presents the GSR results.

Table 1. GSR Data for National and International Beers.

Beer

GSR

Standard Deviation

Pilsener

0.58

0.20

Club

0.52

0.14

Zero Latitude

0.42

0.18

Heineken

0.38

0.18

Crown

0.33

0.21

Budweiser

0.32

0.22

Source: Elaborated by the authors based on collected data

The results show that Pilsener generates a higher level of emotional excitement. This is because its commercial focuses entirely on soccer, Ecuadorian tradition, and family unity. Later, heat maps will be used to compare and visualize why it caused a greater emotional response in participants, raising their levels of arousal and perception during viewing to an average of 0.58.

Table 2. Evaluation of Data Normality According to Levels of Emotional Excitement (GSR): Shapiro-Wilk Test.

Brand

W

p-value

Budweiser

0.92

0.11

Club

0.96

0.60

Corona

0.81

0.01

Heineken

0.91

0.07

Latitud Cero

0.94

0.3

Pilsener

0.92

0.11

Source: Elaborated by the authors based on collected data

The Shapiro-Wilk normality test was applied, and the results (Table 2) showed that most distributions did not deviate significantly from normality (p > 0.05), except for the Corona brand. Despite this exception, Student's t-tests were applied due to the robustness of the test, especially with moderate sample sizes (n = 20), as supported by previous neuromarketing studies (Venkatraman et al., 2015). Furthermore, the comparisons were performed pairwise, and the GSR values correspond to continuous, reasonably symmetrical measures. This reinforces the validity of the parametric approach.

Table 3. Pairwise Comparisons Between Beers According to Levels of Emotional Excitement (GSR). Two-Tailed Student's t-Test. Significance Level α = 0.05.

Beer 1

Beer 2

T-Statistic

P-Value

Pilsener

Club

1.09

0.28

Pilsener

Latitud Cero

2.62

0.01

Pilsener

Heineken

3.31

0.00

Pilsener

Corona

3.87

0.00

Pilsener

Budweiser

3.93

0.00

Club

Zero Latitude

1.97

0.06

Club

Heineken

2.80

0.01

Club

Corona

3.45

0.00

Club

Budweiser

3.52

0.00

Zero Latitude

Heineken

0.74

0.46

Zero Latitude

Corona

1.55

0.13

Zero Latitude

Budweiser

1.66

0.11

Heineken

Corona

0.87

0.39

Heineken

Budweiser

1.00

0.32

Crown

Budweiser

0.14

0.89

Source: Elaborated by the authors based on collected data

To statistically validate the observed differences in emotional arousal between brands, Student's t-tests were performed for each beer using individual galvanic skin response (GSR) values. Table 3 shows that the Pilsener brand differs significantly from all the international brands analyzed (p < 0.01) and generates the greatest arousal among participants. Similarly, Club shows significant differences compared to the international brands, with the aforementioned p-value. However, this is not the case for Latitud Cero (p = 0.06), which aligns with previous descriptive analyses.

There are no significant differences between Latitud Cero and the international brands (p > 0.11), suggesting a similar emotional response to these brands. No significant differences were detected among the international brands, indicating a relatively homogeneous level of emotional impact within this group.

Club Premium is the second brand with the greatest emotional impact, generating levels close to Pilsener. Its advertising spot projects exclusivity and sophistication with a more sober and elegant visual approach. This style attracts a more specific audience, generating a lower emotional impact of 0.52 (Figure 4).

Figure 4. GSR, National Beers.

Source: Elaborated by the authors using data collected from Gazepoint.

Finally, among the national brands, Latitud Cero ranked last with 0.42, meaning its advertisement captured the least attention. This is likely because it is a new brand and its visual narrative is not as engaging as Pilsener's. We also found a wider range of dispersion, indicating that it resonates with certain audiences but doesn't capture everyone's attention.

Similar but lower values were found for the international beer advertisements (Figure 5) compared to the national beers. This is largely because participants in the 19–24 age range identify more with national products due to their younger age or lack of familiarity.

Figure 5. GSR, International Beers.

Source: Elaborated by the authors using data collected from Gazepoint.

The average score for Heineken is 0.38, indicating less favorable perceptions of the advertisement. However, one or two participants connected with the spot, as indicated by a positive outlier. This can be explained by correlating the visual results with the advertisement and examining what aspects caught the participants' attention the most. Although Heineken focuses on global contexts and modern social moments, its overall impact is limited.

Corona spot centers on disconnecting from work and connecting with nature. However, this narrative did not resonate with the Ecuadorian public, as evidenced by the average score of 0.33, which indicates a lack of strong emotional or cultural connection. The data is consistent with little dispersion, meaning it conveys the message but does not generate significant emotional impact.

The Budweiser spot received the lowest average GSR score of 0.32 and exhibited significant dispersion (Figure 5), reflecting mixed perceptions. Its unclear narrative and use of muted colors could explain its low impact. It is recommended that these findings be compared with the eye-tracking results for better interpretation.

These results reinforce the conclusion that domestic beers, particularly Pilsener and Club, have a greater emotional impact on young participants due to their cultural connection, established brand identity, and familiarity.

The Gazepoint analysis will be divided into the following sections:

4.1. Images of domestic and foreign beers

Figure 6. Heat map of domestic beer fixations.

2

 Source: Elaborated by the authors using data collected from Gazepoint.

As shown in figure 6, eye-tracking analysis revealed that participants focused more on the logos of domestic beers, while their visual trajectories were more dispersed for international brands. This suggests that domestic beer branding generates more immediate recognition than foreign beer branding, which correlates with the peaks of emotional activation detected by GSR.

According to the heat map in the first image (Figure 6), Club Premium and Pilsener beers were viewed the most by participants. This is because they are the best known, as mentioned previously. Analyzing the AOI (Areas of Interest) data, it was found that Club Premium had a higher concentration of views over a shorter period of time, while Pilsener had a lower concentration of views over a longer period of time. Finally, Latitud Cero received fewer views and fixations than the other two beers, likely due to the position of the images.

Figure 7. Heat map of foreign beer fixations.

Source: Elaborated by the authors using data collected from Gazepoint.

Regarding the image of foreign beers (Figure 7), the heat map shows that participants viewed the three beers similarly. Budweiser stood out the least with its least condensed heat map, while Corona and Heineken had similar results. Therefore, evaluating the placement of each advertisement is necessary to gain a clearer understanding.

4.2. Spots for national beers

Figure 8. Heat and opacity maps of domestic beers

 

Source: Elaborated by the authors using data collected from Gazepoint.

Analysis of the visual metrics obtained through eye tracking revealed significant The analysis of visual metrics collected via eye tracking revealed significant differences in the visual attention generated by advertisements from different brands. The most relevant findings, considering both the number of views and the average fixation time per area of interest (AOI), are described below. The sample size was 20 participants per brand.

Table 4. Analysis of visual fixations per brand and area of interest in the advertising spots of national beers.

Beer Brand

Areas of Interest

Total Fixations (AOI)

Average viewing time (s)

Number of participants

Pilsener

A1

13

1.06

20

Pilsener

A2

7

1.55

20

Pilsener

A3

18

1.09

20

Club Premium

A1

8

1.43

20

Club Premium

A2

9

0.54

20

Club Premium

A3

15

0.92

20

Latitud Cero

A1

8

1.74

20

Latitud Cero

A2

12

0.44

20

Latitud Cero

A3

14

0.93

20

Source: Elaborated by the authors using data collected from Gazepoint.

Regarding the heat and opacity maps generated by national beer commercials, Pilsener stood out the most to participants (Figure 8). This is because its advertising focuses on soccer, generating greater visibility and interest. The data obtained from GSR supports this argument, as Pilsener generated greater emotional intensity in participants, suggesting a positive correlation between the two neurophysiological devices and their measurements. Area A3 received the most views (18), indicating high initial attraction. However, A2 had the longest average fixation time (1.55 seconds), suggesting greater retention capacity (Table 4). Overall, Pilsener has the most elements in its advertisement with differentiated functions.

The heat and opacity map for Club Premium shows a visual concentration around the product in the center of the commercial. The areas of interest are less striking than those of Pilsener and Latitud Cero, possibly due to the use of dark colors and rapid transitions. For Club Premium, area A3 was viewed 15 times, while area A1 had the highest average fixation time (1.43 seconds). This reveals a pattern similar to Pilsener, where different pairs generate different attentional responses.

In the case of Latitud Cero, area A1 stands out. Although it was not the most viewed area (8 views), it had the highest average fixation time in the entire sample (1.74 seconds). This suggests that although the AOI did not initially attract many participants, its content strongly captured the attention of those who viewed it, possibly due to impactful visual or emotional content. The commercial is visually striking but did not generate much emotional intensity in participants. Participants connected visually with it more than with Club Premium, but it generated the lowest emotional intensity among the national brands. This is likely because it is a new, more expensive brand entering a market where the two main beers cover 95% of sales nationwide (Coba, 2020).

4.4. Spots for Foreign Beer

Figure 9. Heat and Opacity Maps of Foreign Beers.

 Source: Elaborated by the authors using data collected from Gazepoint.

As shown in Figure 9, the Heineken spot was the most eye-catching. It received the most views and exhibited a more dispersed heat map. This indicates that participants searched throughout the advertisement, distributing their attention between the visual and written content. Furthermore, the generated areas of interest (AOIs) had the highest number of views compared to those of the other international brands. There was a positive correlation with the data obtained in GSR of 0.38, indicating that, while the advertising stimuli generated interest, it was not as high as that for the national beers. The Heineken ad's visual performance was remarkable; it was the only brand where a single AOI (A1) led in both number of views (16) and average fixation time (1.08 seconds) (Table 5). This consistency indicates high visual effectiveness, likely due to a centralized design and well-positioned message. The opacity map is evenly displayed throughout the spot, sparking interest in all parts from the participants.

Table 5. Analysis of visual fixations per brand and area of interest in the advertising spots of foreign beers.

Beer Brand

Areas of Interest

Total Fixations (AOI)

Average viewing time (s)

Number of participants

Heineken

A1

16

1.08

20

Heineken

A2

9

0.74

20

Heineken

A3

6

1.05

20

Corona

A1

11

0.51

20

Corona

A2

5

1.45

20

Corona

A3

13

0.62

20

Budweiser

A1

14

1.21

20

Budweiser

A2

1

0.28

20

Budweiser

A3

10

0.25

20

Source: Elaborated by the authors using data collected from Gazepoint.

Regarding the Corona ad, A3 was the most viewed AOI (13 views), while A2 had the longest average fixation time (1.45 seconds). The heat map of the entire ad is static, with participants focusing on the center. According to the eye-tracking analysis, participants did not connect with the written parts of the ad. The presented stimulus did not generate much excitement in the GSR (Global Sense Rating). Consequently, the data are correlated, with 0.33 being the second-lowest value for emotional intensity among participants. Corona has a low average viewing time when analyzing metrics such as the ad's AOI, showing little interest in the ad's storytelling. Additionally, the opacity map is focused primarily on the central part of the bottle.

Finally, the Budweiser ad concentrated its visual impact on AOI A1, which was the most viewed (14 times) and had the longest fixation time (1.21 seconds). However, AOIs A2 and A3 showed very low visual performance, suggesting that the ad design focused heavily on a single point of attention. This explains why this spot was the least appealing to the audience, based on the data. The presence of dull colors caused disinterest among viewers. The average number of views was the lowest among the brands, and the galvanic skin response was the lowest of all. The heat map clearly shows a lack of attention to both the text and the brand.

A Pearson correlation analysis was performed to explore the relationship between emotional responses and visual attention. The analysis compared the average galvanic skin response (GSR) values and the total number of visual fixations per brand. The results (Table 6) show a significant positive correlation (r = 0.86, p = 0.028), indicating that brands that generated greater emotional arousal also captured more visual attention from participants. These results reinforce the validity of the combined methodological approach and suggest strong coherence between affective and attentional processes in response to advertising stimuli.

Table 6. Data to assess whether there is a correlation between the results of GSR and Eye -tracking

Brand

Average GSR

Total Fixations (AOI)

Pilsener

0.58

38

Club Premium

0.52

32

Latitud Cero

0.42

34

Heineken

0.38

31

Corona

0.33

29

Budweiser

0.32

25

Source: Elaborated by the authors based on collected data.

This study demonstrates the effectiveness of neuromarketing in evaluating advertising strategies for domestic and international beers in Ecuador. Using neurophysiological techniques such as galvanic skin response (GSR) and eye tracking, key differences in advertisement effectiveness were identified. Local brands (Pilsener, Club Premium, and Latitud Cero) were found to generate a stronger emotional response in consumers than international brands (Heineken, Corona, and Budweiser). Local brands stand out due to their connection with soccer and national identity. In contrast, international beers did not achieve the same level of emotional intensity.

The results underscore the impact of cultural identity and brand familiarity on advertising perception. Future studies could complement this analysis with electroencephalography (EEG) to gain a deeper understanding of consumer decision-making processes. Evaluating the impact of these advertisements on digital platforms would be useful for optimizing advertising strategies. Complementary studies could conduct comparative analyses between the same brand using different advertisements depending on the season (e.g., Christmas and Carnival). This study aimed to analyze which advertising stimuli elicit the greatest emotional intensity in participants with respect to the same brand. This study's methodology provides a solid foundation for future marketing and advertising research based on neurophysiological data.

Based on the obtained results, hypothesis H1 is confirmed: national beer brands generated greater emotional intensity (GSR) in participants than international brands did. Likewise, eye-tracking metrics support hypothesis H2, indicating greater visual attention to national beer advertisements. Hypothesis H3 was also confirmed by a positive and significant correlation (r = 0.86, p = 0.028) between emotional responses and visual attention, demonstrating coherence between the two neurophysiological processes.

5. CONCLUSIONS

The main objective of this research was to evaluate the advertising spots with the best The main objective of this research was to evaluate beer spots with the most effective visual strategy in the Ecuadorian market. Three national brands (Pilsener, Club Premium, and Latitud Cero) and three international brands (Heineken, Corona, and Budweiser) were analyzed. An experiment was conducted in the marketing laboratory at the University of Cuenca to collect neurophysiological measurements from participants. These measurements enabled the assessment of cognitive and affective processes using neuroscience devices. Images and videos were presented as stimuli to capture responses and preferences toward the brands.

Initial GSR results indicated a preference for national brands, with advertisements for Pilsener, Club, and Latitud Cero generating the most interest. However, the eye-tracking data revealed that Pilsener maintained this advantage while Latitud Cero surpassed Club, though not by a significant margin. Visually, the Latitud Cero ad connected better with the audience due to its use of vibrant colors and slower transitions. In contrast, the Club ad was dull and had transitions that did not fully convey its message.

Data obtained for foreign brands shows a weaker emotional and physiological connection with the audience than national brands do. Heineken and Corona face challenges in resonating with the local audience, as reflected by their consistently low scores. Although their spots are well-designed, they may not align with the emotional expectations of the Ecuadorian public. Budweiser received diverse responses, suggesting that its strategy may be more polarizing and dependent on the target market segment.

Pilsener and Club had the greatest emotional and visual impact of all the brands. Their cultural and emotional connection was reflected in their consistently high GSR and eye-tracking scores, which reinforced their positioning in the local market.

This work opens the door to possible future research after implementing differentiated visual identity and communication strategies by the brands mentioned, leading to the conclusion that, according to Woo Jun and Lee (2007), the effectiveness of visual styles and strategies may vary from one culture to another.

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AUTHORS' CONTRIBUTIONS, FUNDING AND ACKNOWLEDGMENTS

Conceptualization: Coello Reyes, Mateo Hernán; Esquivel Gaón, René Ernesto; Saquicela Aguilar, María Esthela. Methodology: Coello Reyes, Mateo Hernán; Esquivel Gaón, René Ernesto; Saquicela Aguilar, María Esthela. Formal Analysis: Coello Reyes, Mateo Hernán; Esquivel Gaón, René Ernesto; Saquicela Aguilar, María Esthela. Data Curation : Coello Reyes, Mateo Hernán. Drafting-Preparation of the Original Draft: Coello Reyes, Mateo Hernán; Esquivel Gaón, René Ernesto; Saquicela Aguilar, María Esthela. Drafting-Revision and Editing: Coello Reyes, Mateo Hernán; Esquivel Gaón, René Ernesto; Saquicela Aguilar, María Esthela. Supervision: Coello Reyes, Mateo Hernán; Esquivel Gaón, René Ernesto; Saquicela Aguilar, María Esthela. All authors have read and accepted the published version of the manuscript: Coello Reyes, Mateo Hernán; Esquivel Gaón, René Ernesto; Saquicela Aguilar, María Esthela.


AUTHORS

Mateo Hernán Coello Reyes

University of Cuenca

mateo.coello@ucuenca.edu.ec 

He is an economist from the University of Cuenca with master's degrees in digital marketing and e-commerce from the International University of La Rioja in Spain. He currently works as a marketing laboratory technician at the university, where he collaborates on the management and analysis of data from the laboratory's neuromarketing equipment.

Orcid ID: https://orcid.org/0009-0000-7554-2224

ResearchGate: https://www.researchgate.net/profile/Mateo-Coello-Reyes

Academia.edu: https://independent.academia.edu/MATEOHERNANCOELLOREYES

 

René Esquivel Gaón

University of Cuenca

Polytechnic University of Valencia 

rene.esquivel@ucuenca.edu.ec 

He is a professor at the University of Cuenca and has a comprehensive academic background. He has a degree in Business Administration, a master's degree in Communication and Marketing, and a diploma in Neuromarketing. His experience applying marketing strategies and his training in neuroscience applied to marketing and consumer behavior allow him to conduct rigorous, innovation-focused research. He is a doctoral candidate at the Polytechnic University of Valencia.

Orcid ID: https://orcid.org/0009-0002-3446-6776

ResearchGate: https://www.researchgate.net/profile/Rene-Esquivel

Academia.edu: https://independent.academia.edu/RENEERNESTOESQUIVELGAON

 

María Esthela Saquicela Aguilar

University of Cuenca

esthela.saquicela@ucuenca.edu.ec 

She is a professor at the University of Cuenca and holds a bachelor's degree in Business Engineering and a master's degree in Communication and Marketing, both from the University of Azuay. She also holds a diploma in Digital Marketing from the University of Cuenca. She is a research professor at the Neuromarketing Laboratory at the University of Cuenca.

Orcid ID: https://orcid.org/0000-0001-9930-2938 

ResearchGate: https://www.researchgate.net/profile/Esthela-Saquicela 

Academia.edu: https://udecuenca.academia.edu/MEsthelaSaquicela 


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