Our brain waves can show us what kind of movies we like and even predict, through trailers, which movies will be a blockbuster , according to the latest study carried out by a team of researchers from the Erasmus University of the Netherlands and that collects the Journal of Marketing Research .
For their experiment, the scientists had the participation of 32 university students who witnessed 18 different trailers in random order while wearing a device with electrodes to measure their brain waves, that is, to perform an electroencephalography (EEG) of them. After watching the trailers of the films, they put the volunteers through a test in which they were asked how much they liked each trailer and how much they would be willing to pay for the DVD of the film. They also had to sort the 18 films according to their order of preference.
After reviewing the EEG data, the scientists found that beta brain waves were directly associated with the participants’ ratings of the films ; that is, the more beta-wave brain activity, the more the volunteer liked that movie and the higher his score on the test, which shows that our brain offers us signals from the movies we like . As if that weren’t enough, the experts found that the participants’ higher beta-wave activity was also matched by the highest-grossing movies in theaters.
This study is one of the first to demonstrate that “brain wave measurements are related to real-world results, and that these neural measurements can significantly increase the predictive models of individuals ‘ choice behavior,” the authors explain. .
