Application of neuromarketing to beer advertising analysis: emotional perceptions of the consumer

Abstract

Introduction: This study aims to analyze the emotional intensity and behavioral responses elicited by advertisements of six beer brands (Pilsener, Club, Latitud Cero, Heineken, Corona, Budweiser) among potential consumers. Additionally, it seeks to determine which advertisement generated the highest level of interest, assessing the effectiveness of the advertising strategies employed. Methodology: A controlled experiment was conducted with a sample of 20 participants aged between 19 and 24 years, residing in Cuenca, Ecuador. Neurophysiological techniques, including Galvanic Skin Response (GSR) and eye-tracking, were applied to measure emotional and attentional engagement. The study was conducted at the Marketing Laboratory of the University of Cuenca using Gazepoint technology. Participants were exposed to static images and video advertisements of the selected beer brands, designed to convey a brand narrative. Results: Advertisements of international beer brands elicited lower emotional intensity compared to national brands in the Ecuadorian market. The findings highlight a significant correlation between the emotional impact of the advertisements and brand recall, suggesting that national brands evoke stronger consumer engagement. Discussion: Neurophysiological instruments such as GSR and eye-tracking allow the identification of the most effective communication strategies in evoking positive emotional responses in beer consumers. The study underscores the importance of cultural relevance and brand familiarity in driving advertising effectiveness. Conclusions: By employing neurophysiological metrics, this research provides insights into the effectiveness of different advertising strategies, identifying those that resonate most with young beer consumers. These findings offer valuable implications for optimizing brand positioning and advertising design in emerging markets.