Two sorts of environmental labels are within the scope of the research: draft
variants of PEF labels (own proposals inspired by Lewandowska et al. [20, 24]) and
the EU ecolabel [25]. Additionally, ads with life cycle based environmental
information are prepared.
4 Measurement of Human Reaction to Environmental
Labels and Advertising
A core part of the project is to perform the research in the EEG lab. The neurological reaction of the participants is measured by using electroencephalography
(EEG) and the visual attention by applying an eye-tracker. There are some metrics
used in neuro-marketing practice, for example, NeuroMetrics developed by
NeuroFocus Inc. [26]. Pradeep [26] mentions three primary metrics: an attention, an
emotional engagement and a memory retention. The attention (visual and cognitive)
and the emotional engagement can be described in terms of reaction location (the
regions of the brain activated) and the parameters in the EEG/EOG recordings. For
example, emotional engagement can be measured as a frontal asymmetry in the
brain which can be used especially as a measure for a motivational direction [27].
Greater left-sided activation at baseline predicts dispositional tendencies toward
approach. Greater right-sided asymmetry predicts dispositional tendencies towards
avoidance [27, 28]. According to a dimensional model of emotions [27, 29], three
emotion-related factors can be distinguished: an emotional valence (positive vs.
negative), an emotional intensity (from high arousal to low) and a motivational
direction (from approach to avoidance). Environmental information and environmental labels can be considered as minor emotional stimuli, so there is a risk of low
emotional arousal as a result of exposure to analysed labels and the environmental
information included in the ads. The research is intended to confirm or deny this
assumption, also from the perspective of the consumers’ typology. The assumptions
related to the labels as an object of emotional stimulation are presented in Fig. 1.
Effective environmental communication (made via ecolabels or ads) occurs
when a sensation activated by exposure to a label or information is recognised as
interesting and/or easy to understand. As a next step, a sensation must be—for
rational and/or emotional reasons—recognised as worth saving in a memory
(Fig. 2).
The research participants in the EEG lab, equipped with an eye-tracking glasses
and an EEG device, are intended to be exposed (via screen) to the following:
– the impact category names,
– the ecolabels (different draft variants of PEF labels and the EU ecolabel),
– the products (meat, t-shirt, TV-set, detergents) with and without ecolabels,
– the print ads with life cycle based environmental information included,
– the video ads of the eco-labelled products.
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A. Lewandowska et al.
variants of PEF labels (own proposals inspired by Lewandowska et al. [20, 24]) and
the EU ecolabel [25]. Additionally, ads with life cycle based environmental
information are prepared.
4 Measurement of Human Reaction to Environmental
Labels and Advertising
A core part of the project is to perform the research in the EEG lab. The neurological reaction of the participants is measured by using electroencephalography
(EEG) and the visual attention by applying an eye-tracker. There are some metrics
used in neuro-marketing practice, for example, NeuroMetrics developed by
NeuroFocus Inc. [26]. Pradeep [26] mentions three primary metrics: an attention, an
emotional engagement and a memory retention. The attention (visual and cognitive)
and the emotional engagement can be described in terms of reaction location (the
regions of the brain activated) and the parameters in the EEG/EOG recordings. For
example, emotional engagement can be measured as a frontal asymmetry in the
brain which can be used especially as a measure for a motivational direction [27].
Greater left-sided activation at baseline predicts dispositional tendencies toward
approach. Greater right-sided asymmetry predicts dispositional tendencies towards
avoidance [27, 28]. According to a dimensional model of emotions [27, 29], three
emotion-related factors can be distinguished: an emotional valence (positive vs.
negative), an emotional intensity (from high arousal to low) and a motivational
direction (from approach to avoidance). Environmental information and environmental labels can be considered as minor emotional stimuli, so there is a risk of low
emotional arousal as a result of exposure to analysed labels and the environmental
information included in the ads. The research is intended to confirm or deny this
assumption, also from the perspective of the consumers’ typology. The assumptions
related to the labels as an object of emotional stimulation are presented in Fig. 1.
Effective environmental communication (made via ecolabels or ads) occurs
when a sensation activated by exposure to a label or information is recognised as
interesting and/or easy to understand. As a next step, a sensation must be—for
rational and/or emotional reasons—recognised as worth saving in a memory
(Fig. 2).
The research participants in the EEG lab, equipped with an eye-tracking glasses
and an EEG device, are intended to be exposed (via screen) to the following:
– the impact category names,
– the ecolabels (different draft variants of PEF labels and the EU ecolabel),
– the products (meat, t-shirt, TV-set, detergents) with and without ecolabels,
– the print ads with life cycle based environmental information included,
– the video ads of the eco-labelled products.
168
A. Lewandowska et al.