EEG-Based Measures versus Panel Ratings: Predicting Social-Media Based Behavioral Responses to Super Bowl Ads

Existing research suggests that when assessing consumer responses to advertising, neuroscience and physiological measurements offer more objectivity than traditional self-report measures and, hence, may be more predictive of audience response.

EEG-Based Measures versus Panel Ratings: Predicting Social-Media Based Behavioral Responses to Super Bowl Ads

George D. Deitz, Marla B. Royne, Michael C. Peasley, Jianping "Coco" Huang and Joshua (Josh) T. Coleman

University of Memphis

MANAGEMENT SLANT

  • Neuroengagement measures are strong and significant predictors of social media engagement as compared to a self-report voting measure.
  • Human brains seem to respond more to Super Bowl ads because they are aroused by the emotional power of the ads.
  • The ability of neuroscience to predict real-world behaviors has tremendous implications...

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