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 and Jianping "Coco" Huang
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...