Effects of advertising stimulus according to consumer’s sound information acceptance characteristics: neuroscientific quantification of emotion prediction

Individuals interpret advertising messages differently, resulting in varied emotional evaluations. However, the association between music and color—shaped by both personal experiences and cultural contexts—tends to appear consistent and robust. Emotions elicited by audiovisual stimuli, such as those in television commercials, function as non-verbal cues in marketing communication. Therefore, investigating the effectiveness of advertisements through unconscious emotional responses to the correspondence between music and color provides meaningful insights into information delivery strategies.

This study examines consumer attention, cognitive engagement, and affective responses—particularly comfort—using electroencephalography (EEG) to assess brain activity triggered by music–color congruence. The findings suggest that EEG-based emotional analysis can contribute to the development of predictive systems for managing emotional responses in multimedia marketing content.