Neural Signatures of Emotion: EEG-based Insights into Love and Excitement in Advertising

Abstract

Background

Emotions are crucial in advertising by shaping consumer attention, memory, and decision-making. Love and excitement are popular emotional themes used in marketing communications, and while they are leveraged by marketers, other underlying neural responses to these stimuli have not been well studied. It is important to map how various emotional appeals are processed in the brain for valuable contributions to consumer neuroscience and neuromarketing.

Purpose

This research seeks to investigate and compare the neural responses elicited by love-based and excitement-based advertisements through electroencephalography (EEG) and thus assess their unique cognitive and emotional engagement patterns.

Methods

During this pilot study, EEG was recorded from adult viewers when they watched a series of advertisements sorted according to two emotional themes: love and excitement. Parameters in the EEG measured were amplitude fluctuation, levels of arousal, cognitive load, and frontal lobe activation patterns. Real-time neural activity was examined to establish the engagement provoked by each of the emotional themes.

Results

Emotion-based ads produced fast, sharp EEG waveforms, indicative of increased arousal, cognitive load, and strong reward expectation. Such responses were largely lateralised to the left frontal cortex and implicated in goal-directed motivation. Love-based ads, by contrast, produced smooth, stable neural activity implicated in empathy, affective resonance, and introspection. Interestingly, this condition also engaged the medial prefrontal cortex, a region involved in emotional attachment and trust.

Conclusion

The results indicate that excitement-peddling advertisements elicit instant attention and strong cognitive activation, while love-themed content invokes more profound emotional involvement and enduring affective influence. EEG is a valuable method for cracking open unconscious consumer responses, which provides strategic implications for marketing content optimisation. Based on the small sample size, this initial study offers a basis for further research in emotionally intelligent advertising and neuromarketing interventions.

Introduction

In a more and more crowded media environment, with thousands of commercials displayed to consumers every day, how well a brand is able to stand out has less to do with visual or information appeal, but with the emotional connection it makes with consumers. Emotional connection has therefore become a bedrock of modern advertising strategy. Bypassing the traditional rational-choice theory of consumer behaviour, scholarship increasingly focuses on the affective aspects of advertising—how emotions drive attention, memory, judgement, and buying choices. ¹ Emotions are mental short-cuts that allow people to handle complex stimuli, especially in the quick-paced media environment where decisions tend to be made subconsciously or heuristically.

Of the wide range of emotional appeals found in advertising, two are uniquely potent: excitement and love. Excitement is commonly evoked with high-arousal content containing fast editing, moving imagery, suspenseful tempo, and dramatic soundtracks. These stimuli are meant to elicit alertness, anticipation, and reward-seeking, associated with the dopaminergic pathways of the brain. ² Alternatively, love-brand advertising targets lower-arousal but affectively dense states like affection, bonding, empathy, and nostalgia. These stories generally feature family relationships, romantic relationships, or acts of altruism and have been found to engage the medial prefrontal cortex, an area linked with prosocial behaviour and self-referential processing. ³

Despite the extensive application of both emotional strategies, advertisers frequently do not have access to objective measures of assessing the depth and character of emotional engagement. Traditional methods like surveys, focus groups, and recall tests are constrained in accessing unconscious or automatic emotional responses, which frequently are antecedent to conscious decision-making. ⁴ Here, the new discipline of consumer neuroscience provides hopeful tools for better understanding how emotional content influences the brain. One of these tools is electroencephalography (EEG), an intrusive method that measures electrical activity from the scalp and enables researchers to estimate brain responses with high temporal resolution. ⁵

EEG allows one to investigate crucial neural markers like amplitude modulation, cognitive load, and frequency-specific levels of arousal. For example, beta and gamma waves are generally linked with being highly alert and information processing, and alpha and theta bands indicate relaxed attention and internal emotional contemplation. ⁶ EEG has been employed in advertising research to examine attention capture, affect intensity, message understanding, and brand memory. ⁷ Notably, EEG also makes it possible to measure frontal asymmetry, a measure of motivational direction: left frontal activation has been associated with approach behaviour and positive motivation (e.g., excitement), and right or medial activation has been linked with withdrawal, empathy, or affective processing.^{2, 8}

This research extends these findings by contrasting the neural activation generated by excitement-based advertisements versus love-based advertisements using EEG observation. The research is aimed at parameters like cognitive load, amplitude fluctuations, arousal levels, frontal lobe activation, and neural stimulation patterns to investigate how these two emotional strategies affect the brain differently. The reason for this comparative analysis lies in the assumption that varying emotional tones invoke different neurocognitive processes that can possibly predict consumer behaviour in varying ways.

Excitement, being a high-arousal emotion, could enable instant attentional capture and rapid decision-making, which is most suitable in the case of short-term campaigns, new product releases, or time-limited offers. ⁷ The strength of such stimuli could also contribute to cognitive overloading and lower message recall in the long run. ⁹ By contrast, love ads’ slower pace and affectively based narratives could encourage greater internalisation, affective resonance, and long-term encoding of the brand, and would thus be well suited to brand development and customer loyalty marketing. ¹

Theoretically, the research relies on dual-process models of affect and cognition, which posit that different emotional states access different levels of processing—automatic and reflective. ¹⁰ Strongly arousing emotions like excitement tend to induce bottom-up processing and automatic response, whereas low-arousal ones like love activate top-down cognitive-affective integration, allowing more sophisticated meaning-construction and identity relevance. These theoretical distinctions have significant implications for advertisers and marketers: knowing not merely how much engagement is elicited, but rather what type of engagement is elicited by a given emotional tone.

The present research takes a pilot strategy, including EEG measurements from adult subjects who are exposed to both types of ads. The intention was not simply to record amplitude and frequency patterns, but to interpret those patterns within the context of motivational and affective processes. This emotional engagement analysis based on EEG seeks to provide empirical support for strategically crafting emotionally appealing ad campaigns tailored to given brand objectives, either instant attention or gradual affinity.

Overall, the study fills the gap between neurophysiological proof and emotional marketing theory. Through the use of EEG technology, it tries to go beyond appearances and access the subconscious processes controlling consumer interaction. The results should contribute to the emerging research on neuromarketing and emotional design and provide practical findings for campaign strategy, content personalisation, and responsible persuasion methods.

Methodology

Participants

A sample of adult volunteers (N = 2) for pilot observation, with broader future extension anticipated, was recruited. Every participant possessed either normal vision or vision corrected to normal levels and had no record of any neurological conditions. Prior to beginning the experiment, informed consent was duly obtained from each individual.

Stimuli

Two categories of video advertisements were curated:

• Excitement-based ads: High-energy content featuring rapid pacing, vibrant visuals, dynamic sounds, and adventurous or thrilling themes.

• Love-based ads: Emotionally warm, relational narratives emphasising affection, bonding, empathy, or nostalgia.

Each participant was exposed to one commercial from each category, shown in randomised order to control for sequence effects.

EEG Recording and Apparatus

EEG recordings were conducted using a portable, non-invasive EEG headset. Electrodes were positioned following the standard 10–20 system with focus on the frontal, temporal, and parietal lobes—areas associated with emotion processing, decision-making, and attention regulation.

EEG signals were recorded in real-time during ad exposure, and the following neural dimensions were analysed:

• Amplitude variation: Magnitude of electrical activity shifts.

• Arousal levels: Based on beta and gamma wave activity.

• Cognitive load: Derived from theta wave fluctuations.

• Neural stimulation: Based on frequency changes across regions.

• Frontal asymmetry: Activation differences in left versus right frontal cortex, indicative of approach/avoidance motivation.

Data Analysis

EEG waveforms were observed and compared across both conditions. Visual inspection and waveform quantification were used to identify peaks, troughs, and oscillatory patterns associated with neural engagement. Particular attention was given to:

• Peak amplitudes (indicative of emotional spike or high attention).

• Consistency and stability of signals (linked with sustained focus or emotional resonance).

• Sudden fluctuations (linked to stimulus novelty or cognitive conflict).

Anonymity and Confidentiality

Participant confidentiality was strictly ensured. Identifying personal information was not collected nor associated with EEG recordings. All participants were provided with a coded identifier to preserve their anonymity. All EEG records were saved in encrypted files, which were only available to the research team and utilised only for educational and research purposes. No data at the level of individual participants were included in the results.

Non-invasive and Safe Procedure

EEG equipment employed in the research was not invasive, was safe, and posed no physical or psychological harm to participants. Potential advertisements were thoroughly screened to exclude distressing or potentially evocative material. No unsafe or controversial items were shown to participants throughout the study.

During the EEG session, participants were observed for physical comfort and mental well-being. There were short breaks in between tasks to avoid fatigue. Participants were encouraged to voice any discomfort during the procedure, and necessary adjustments were made accordingly.

Use and Purpose of Data

Participants were informed that the collected data would be used only for research purposes, such as publication in academic journals and conference presentations. Data use by third parties or for commercial purposes was not allowed. It was kept open how the findings would be reported, and confidentiality was maintained.

Adherence to Ethical Principles

This study followed ethical guidelines presented in the Declaration of Helsinki (World Medical Association, 2013) and conformed to guidelines for research ethics from the American Psychological Association (APA, 2017). All human subject procedures were constructed so as to maintain respect for persons, beneficence, and justice principles.

Results

The EEG recordings below reflect the neural responses of subjects while viewing excitement and love-inducing advertisements:

Interpretation

The subject shows strong, immediate responses to the excitement stimuli. The sharp peaks are characteristic of increased cognitive alertness and emotional stimulation, reflecting high engagement with the fast-paced or stimulating elements of the advertisement.

Interpretation

The subject exhibits moderate but sustained attention. The wave-like response indicates ongoing engagement, though possibly with less emotional intensity than Subject 1. The mix of alpha and beta suggests a balance of alertness and information processing.

Interpretation

This pattern suggests emotional reflection and internalisation of content. The smoother curve and reduced spikes indicate a calm, contemplative emotional state, which aligns with the soothing and affectionate tone of the love advertisement.

Interpretation

The subject shows a highly dynamic emotional response with sensitive reactivity to subtle moments in the advertisement. The irregular waveform indicates frequent changes in emotional processing, possibly due to personal emotional triggers or a deeper emotional involvement with the content.

Results Observed

• 1. Excitement Advertisement:

Subject 1: The graph displays multiple sharp peaks, particularly noticeable early and midway through the timeline. These spikes suggest that Subject 1 experienced rapid and intense neural arousal, which is typical when someone is highly stimulated or engaged. The response appears pulsatile and strong, indicating clear engagement with moments of excitement in the ad.

Subject 2: This subject also shows significant brainwave fluctuations, though the pattern is more wave-like and smoother than Subject 1. There are a couple of prominent peaks, but they appear less abrupt and more drawn out. This might indicate a moderate but sustained emotional response to the exciting content, rather than a series of sudden bursts.

• 2. Love Advertisement:

Subject 1: The response pattern here is slower and more uniform compared to the excitement graph. A large, single peak emerges mid-way, suggesting that Subject 1 had a deep, possibly reflective emotional reaction at a specific point in the advertisement. After that, the curve gradually flattens, hinting at a state of calm engagement or emotional settling.

Subject 2: This graph is quite different from the first subject. It features frequent sharp spikes across the timeline, suggesting that Subject 2 experienced emotional shifts or moment-to-moment engagement throughout the love-themed advertisement. The variability might reflect a more dynamic and perhaps emotionally sensitive reaction to subtle changes in the ad’s tone or content.

Discussion

The results indicate that there are significant differences in EEG activity between emotional stimuli. ¹¹ The results of this EEG pilot study highlight the neural uniqueness of emotional engagement with excitement- and love-themed advertisements. For both participants, the EEG responses to excitement-based advertisements revealed sharp amplitude fluctuations and increased beta activity (see Figures 1 and 2). These neural responses are in alignment with states of increased arousal, reward anticipation, and cognitive alertness, features commonly linked to goal-directed, attention-laden content.^{7, 8} The left frontal activation seen especially in Subject 1 supports previous research linking this area to approach motivation and positive affective expectation, particularly when presented with novel or dynamic stimuli.^{3, 11}

Figure 1. EEG Response to Excitement Advertisement-Subject 1.

Notes: High-amplitude variation (~ +60 to −60 µV). Sharp and frequent peaks with steep rises and falls. Dominant beta activity, suggesting high-arousal and focused attention.

Figure 2. EEG Response to Excitement Advertisement-Subject 2.

Notes: Moderate to high (~ +50 to −50 µV). Wave-like pattern with multiple high-frequency fluctuations. Mixture of alpha and beta activity.

Conversely, advertisements centred on love elicited smoother waveforms, particularly in Subject 1, characterised by alpha and theta activity, indicating reflective processing, emotional empathy, and internal resonance. These profiles are consistent with previous research illustrating the function of the medial prefrontal cortex and the temporal-parietal junction in affective integration and narrative transportation. ¹ Subject 2’s EEG profiles of waxing beta and alpha components emphasise the subjective nature of emotional processing, perhaps modulated by individual emotional history or trait empathy. ⁶

These two modes of engagement, rapid arousal (excitement) versus profound resonance (love), correspond to dual-process models of emotion, which assume that emotional stimuli are processed through two systems: an early, affect-based system for quick response, and a slow, reflective system for meaning and memory encoding.^{10, 12} This has specific ramifications for advertising: whereas interest can be impactful in capturing attention in brief intervals of visibility (e.g., digital media, new product launches), love-story narratives can elicit attachment and devotion to brands, especially in industries emphasising trust, concern, or sentimentality, like medicine, schools, or family products.

These results also confirm earlier EEG studies in neuromarketing, where the congruence between message tone and consumer internal state was shown to enhance frontal theta and medial prefrontal coherence, neural markers of trust development and empathy-driven decision-making.^{5, 13} The subtle EEG reactions identified here provide empirical evidence for such models and generalise their applicability to actual advertising applications.

Cognitive load, as quantified using theta oscillations, was considerably elevated in excitement ads. This implies a higher demand for processing, possibly decreasing message storage for longer exposures due to cognitive saturation. In contrast, the lower but more consistent load in love-themed advertisements could lead to greater encoding into episodic memory. ¹⁵

Love-themed advertisements elicited comparatively smoother and reflective EEG patterns across participants (see Figures 3 and 4).

Figure 3. EEG Response to Love Advertisement-Subject 1.

Notes: Moderate (~ +40 to −40 µV). One large peak followed by a gradual decline, broader and smoother curves. Dominant theta and alpha components.

Figure 4. EEG Response to Love Advertisement-Subject 2.

Notes: High variability (~ +50 to −50 µV). Multiple sharp spikes and dips. Fluctuating beta and alpha components.

Although a small sample size is a weakness, the trends reported are consistent with EEG being able to record emotional involvement with high time resolution and thus allowing sophisticated observations of consumer attention, emotional responsiveness, and motivational orientation. The work also has significant questions regarding individual variation in emotional processing and proposes future research to include self-report instruments and trait profiling (e.g., empathy, sensation-seeking) to be used together with EEG data to gain further interpretation.

On the other hand, love-focused advertisements elicited more balanced and synchronised EEG waveforms, which reflect the intensity of emotion and easy attentiveness. These types of patterns have been associated with activation of the medial prefrontal cortex, a region with which empathy, trust, and prosocial feelings are associated.^{3, 14} Messages like these might not trigger instant reactions, but they have a better chance of building deeper emotional bonds and long-term brand loyalty. This aligns with the idea that emotionally meaningful stories help create stronger, longer-lasting memories.^15–20

A comparative summary of EEG parameters observed across excitement- and love-based advertisements is presented in Table 1.

Table 1. Shows a Comparative Analysis Between the Excitement Advertisement and Love Advertisement.

EEG Parameter	Excitement Advertisement	Love Advertisement
Cognitive load	High because of rapid stimuliand alertness	Moderate because of emotional processing and tranquil attention
Amplitude	High, irregular peaks indicating intense arousal	Moderate, balanced with soft oscillations
Arousal	High (thrill and eustress)	Low to moderate (soothing and secure)
Neural stimulation	Rapid, multi-regional stimulation	Synchronised, emotionally focused stimulation
Frontal activation	Left frontal (reward and energy-driven)	Medial prefrontal (empathy and bonding)

Conclusion

This pilot study utilised strong initial evidence that EEG efficiently differentiates between neural patterns of engagement stimulated by stimuli of various emotional themes in advertising, namely excitement and love. Advertisements with excitement-based themes were linked with high-amplitude, high-rate changes in brain activity, which showed strong arousal, cognitive alertness, and reward expectation. Love-themed advertisements, on the other hand, induced smoother, more stable waveforms, indicating emotional depth, reflective engagement, and affective resonance. These results support dual-process models of emotion, in which high-arousal stimuli generate immediate attention and approach motivation, whereas low-arousal, affectively dense stimuli foster greater cognitive-affective integration.

From a neuromarketing point of view, the research highlights the strategic importance of matching emotional tone with campaign goals. Advertisements focused on excitement may best be used for short-term conversion, product introductions, or online content intended to grab rapid attention. Conversely, love-focused ads have more scope for forming emotional memory, brand credibility, and long-term relationships with the consumer, especially in categories like health, family, or social responsibility.

Although the pilot study’s sample size restricts generalisability, it forms methodological groundwork for subsequent studies. Broader and more varied samples, longitudinal monitoring of neural activity, and combination with other biometric devices (e.g., eye-tracking, skin conductance) may provide a more nuanced understanding of how emotional storytelling influences consumer behaviour and cognition. Subsequent studies may also examine individual differences, including empathy, age, and ethnicity, that moderate neural reactions to emotional stimuli, increasing the accuracy and ethical use of EEG in consumer neuroscience.

Implications

Excitement-focused content was found to elicit elevated cognitive demand and strong neural arousal, characterised by swift, uneven brainwave patterns and increased activity in the left frontal region of the brain, an area linked to motivation and anticipation of rewards. This makes such advertisements ideal for high-impact, short-duration campaigns aimed at capturing attention quickly, such as product launches, flash sales, or limited-time offers. They may also perform well in digital environments where user attention spans are short.

The neural responses to love-themed ads were more synchronised and emotionally focused, especially in the medial prefrontal cortex, which is implicated in empathy, bonding, and self-referential thinking. Such advertisements are valuable for brand storytelling, CSR campaigns, and long-term relationship building. They are particularly suited for industries like healthcare, education, family products, or sustainability, where trust and emotional resonance are paramount.

Marketers can now use EEG-derived emotional response patterns to optimise content placement. For instance, excitement stimuli may be best suited for early funnel engagement (brand awareness), while love stimuli may drive mid-to-late funnel strategies (consideration, loyalty). With increasing access to biometric data, advertisers can begin to tailor content to consumer profiles based on emotional responsiveness, thereby increasing message relevance, improving ROI, and enhancing consumer satisfaction.

Future Directions

1. Longitudinal EEG tracking: Future studies could monitor changes in brain response to emotionally themed advertising over time. This would help identify how initial engagement translates into recall, behaviour change, or brand loyalty weeks or months later.

2. Cross-demographic and cultural variability: Emotions and their neural correlates are often influenced by cultural norms, age, gender, and socio-economic factors. Future experiments should investigate how different population segments respond neurologically to love versus excitement stimuli, especially in cross-cultural marketing contexts.

3. Multi-modal biometric integration: Combining EEG data with eye-tracking, skin conductance, facial expression coding (e.g., EMG), and heart rate variability can provide a holistic emotional profile. This integration can offer temporal, spatial, and intensity-based insights that enrich understanding of engagement moments within ads.

4. EEG-driven creative development: Future applications could include the development of real-time ad optimisation systems where EEG feedback helps refine ad edits, music choice, or narrative structure during the production process.

5. Neurofeedback and consumer training: Emerging fields such as consumer neurofeedback could explore how individuals might train their attentional focus or emotional regulation in response to media, potentially altering their susceptibility to emotional appeals.

Limitations

The study involved a limited number of participants, potentially reducing statistical power and generalisability. Future research should utilise larger, demographically diverse samples to ensure more representative results across population segments. The advertisements used may have differed not only in emotional intent but also in length, audio-visual intensity, editing style, and familiarity of content, all of which can influence EEG outcomes. Standardising ad format or controlling for these variables is essential to isolate emotion as the primary differentiator.

EEG is sensitive to motion artefacts, muscle activity, and environmental interference. Even after preprocessing, these elements may still cause inaccuracies or disruptions in the data. Moreover, while EEG is excellent for temporal resolution, it has limited spatial resolution, making it hard to localise deeper brain activity precisely. Emotional states like ‘love’ and ‘excitement’ are subjective and may not be experienced uniformly across participants. Incorporating self-report measures or post-exposure interviews could triangulate the EEG findings and enhance interpretive reliability.

The study assessed immediate neural responses to stimuli, which might not fully capture real-world consumer behaviour like brand preference shifts, purchase intent, or social sharing behaviour. Longitudinal and behavioural follow-up would bridge this gap.

Authors’ Contributions

Saranya T.S. conceptualised the study, designed the methodology, conducted data collection, performed analysis, and drafted the manuscript.

Sandeep Kumar Gupta contributed to theoretical framing, interpretation of results, and manuscript revision.

Linda Laishram assisted with literature review, methodological refinement, and editorial support.

All authors reviewed and approved the final manuscript.

Ethical Approval

This research was carried out in compliance with the recognised ethical standards of conducting research with human subjects. Ethical clearance was received from the associated institutional ethics committee before data collection. The following steps were followed to respect participant rights, dignity, and well-being during the course of the research.

Informed Consent

All participants received a comprehensive information sheet describing the nature, purpose, and procedures of the study, including the application of EEG as a non-invasive technique for recording brain activity. The risks, benefits, and voluntary nature of participation were explained clearly. Participants were told that they were entitled to withdraw from the study at any time without giving a reason and without penalty. Verbal informed consent was ensured for all the participants prior to the initiation of the experiment.