Cognitive Effectiveness and Emotional Response in University Advertising: A Neuromarketing Analysis Using EEG and GSR: Eficacia cognitiva y respuesta emocional en la publicidad universitaria: un análisis de neuromarketing mediante EEG y GSR

Blanca Eliana Patzi Flores; Ana Sarai Sanga Vargas; Víctor Hugo Hinojosa Castellón; Ovidio Moisés Becerra Rodas

doi:10.69128/isr.v3i3.38

Autores/as

Blanca Eliana Patzi Flores Universidad Adventista de Bolivia https://orcid.org/0009-0003-5373-6898
Ana Sarai Sanga Vargas Universidad Adventista de Bolivia https://orcid.org/0009-0004-9989-9200
Víctor Hugo Hinojosa Castellón Universidad Adventista de Bolivia https://orcid.org/0009-0009-8280-8532
Ovidio Moisés Becerra Rodas Universidad Adventista de Bolivia https://orcid.org/0009-0009-2103-0106

DOI:

https://doi.org/10.69128/isr.v3i3.38

Palabras clave:

Neuromarketing, Electroencephalography (EEG), University advertising

Resumen

This study analyzes the cognitive effectiveness and emotional response generated by university digital advertising through neuromarketing tools based on electroencephalography (EEG) and galvanic skin response (GSR). The research adopted a quantitative approach, with a comparative descriptive scope and a cross-sectional non-experimental design. Eleven advertising stimuli from a Private University in Cochabamba (UPC) and three competing institutions were evaluated using Bitbrain biometric devices in a non-probabilistic sample of 40 first-year university students. The analyzed variables included impact, engagement, workload, emotional valence, and memory. The results revealed statistically significant differences in engagement, valence, and memory, identified through one-way ANOVA and Tukey post-hoc tests (p < 0.05). UPC achieved the highest levels of engagement and emotional valence, along with the lowest cognitive workload, suggesting greater processing fluency of the advertising message. In contrast, some competing institutions obtained higher memory retention levels, although associated with increased mental effort. The study concludes that advertising effectiveness in higher education depends on the balance between emotional activation and cognitive processing fluency, confirming the value of EEG and GSR as objective tools for optimizing strategic decision-making in university marketing.

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