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Author(s): Jana Rybanská, Ľudmila Nagyová, Ingrida Košičiarová

Title: The use of HRV analysis in the marketing research

Source: International Scientific Days 2016. The Agri-Food Value Chain: Challenges for Natural Resources Management and Society

Document Type: Scientific paper

ISBN: 978-80-552-1503-7


Publisher: Slovak University of Agriculture in Nitra

PY, pages: 2016, 1050-1057

Published on-line: 2016-06-24

Language: eng

Abstract: The autonomic nervous system (ANS) is the portion of the nervous system that controls the body´s visceral functions, including the action of the heart. It is well known that mental and emotional states directly affects the heart rhythms. The analysis of the heart rate variability can be very useful also in marketing, because study of the heart rate variability is an objective and non-invasive tool to explore the dynamic interactions between physiological and emotional processes. The heart rate variability patterns are responsive to emotions and heart rhythms tend to become more ordered during positive emotional states. The present paper is the pilot study and it shows consumer reactions on selected alcohol commercials and compares changes in heart rhythms with conscious statements of respondents about that, how they felt about the selected commercials. It was found out that consumers with high neuroticism react more emotionally than respondents with low level of neuroticism. There are also differences between males and females.

Keywords: heart rate variability, autonomic nervous system, emotions, neuroticism, consumer

JEL Classification: M31

Rights: Open Access :: Creative Commons Attribution 4.0 Licence
Creative Commons License
Toto dielo je publikované pod/This work is licensed under a Creative Commons Attribution 4.0 International License.