Predicting advertising success beyond traditional measures: New insights from neurophysiological methods and market response modeling
Venkatraman and colleagues test 30-second television advertisements with six types of measurement, among them self-reports, eye tracking, EEG and fMRI, and relate the measures to market-level sales response. They report that neuroimaging measures add explanatory power for advertising response beyond traditional measures, and that activity in the ventral striatum is the strongest predictor of market-level advertising response. Journal of Marketing Research 52(4), 436-452, 2015; nine authors, first author Vinod Venkatraman.
Venkatraman and colleagues test 30-second television advertisements with six types of measurement, among them self-reports, eye tracking, EEG and fMRI, and relate the measures to market-level sales response. They report that neuroimaging measures add explanatory power for advertising response beyond traditional measures, and that activity in the ventral striatum is the strongest predictor of market-level advertising response. Journal of Marketing Research 52(4), 436-452, 2015; nine authors, first author Vinod Venkatraman.
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Venkatraman, V., Dimoka, A., Pavlou, P. A., Vo, K., Hampton, W., Bollinger, B., Hershfield, H. E., Ishihara, M., & Winer, R. S. (2015). Predicting advertising success beyond traditional measures: New insights from neurophysiological methods and market response modeling. Journal of Marketing Research, 52(4), 436-452. doi:10.1509/jmr.13.0593 https://doi.org/10.1509/jmr.13.0593