Brain Responses to Movie Trailers Predict Individual Preferences for Movies and Their Population-Wide Commercial Success
Boksem and Smidts recorded EEG and stated preferences while participants responded to trailers for commercially released movies. They report that beta and gamma oscillations gave unique information about individual and population-wide preference beyond the stated measures, and that EEG can in principle serve as a neural marker of commercial success. They describe it as first evidence that EEG measures relate to real-world outcomes and add to models that include only stated preference. Journal of Marketing Research 52(4), 2015. No sample size is used; the full text was not read.
Boksem and Smidts recorded EEG and stated preferences while participants responded to trailers for commercially released movies. They report that beta and gamma oscillations gave unique information about individual and population-wide preference beyond the stated measures, and that EEG can in principle serve as a neural marker of commercial success. They describe it as first evidence that EEG measures relate to real-world outcomes and add to models that include only stated preference. Journal of Marketing Research 52(4), 2015. No sample size is used; the full text was not read.
Written from the abstract from the OpenAlex record and bibliographic details from Crossref, 2026-11-03; full text not read.
What our sources record
Recorded when this source was checked, figures included, with page references and quotation marks removed.
Boksem, M. A. S., & Smidts, A. (2015). Brain Responses to Movie Trailers Predict Individual Preferences for Movies and Their Population-Wide Commercial Success. Journal of Marketing Research, 52(4). doi:10.1509/jmr.13.0572 https://doi.org/10.1509/jmr.13.0572