Biometric Measures for Interactive Advertising Research

Modern marketers seek new research paradigms to explore preconscious, nonverbal stages of consumer behavior, often turning to brain science because some mental processes, particularly those underlying conscious awareness, may be better understood by analyzing neurophysiological reactions.

Biometric Measures for Interactive Advertising Research

Rafal Ohme, Michal Matukin, and Beata Pacula-Lesniak

Neuroscientific Contributions to Marketing Research

Modern psychology reveals that some decisions, including economic ones, are made intuitively, automatically, and without any conscious control or effort (Bargh 1997; Bornstein and Pittman 1992; Dijksterhuijs 2004; Dixon 1971, 1981; Greenwald and Banaji 1995; Hassin et al. 2005, Jarymowicz 2001; Kihlstrom 1999; Murphy and Zajonc 1993; Ohme 2003, 2007, 2009; Uleman and Bargh 1989; Wilson 2002; Zajonc 1968, 1980, 1998). Conscious decisions in turn appear frequently based on emotional rather than rational cues (Bechara, Damasio, and Damasio...

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