Predictability of movie box office based on trailer testing - Using neuroscience and bio-sensory measurements for predictive modeling
Keith Winter and W. Bryan SmithEmSense Corporation, United States
OVERVIEW
Marketers and content developers have been interested in neuroscience and how it can be applied to marketing ever since Dr. Read Montague published his well-known fMRI branding study of Coke and Pepsi drinkers in October 2004. Over the last four years, numerous firms have been actively offering neuromarketing approaches and much press has been released about the industry and the work of these firms. Neuroscience is increasingly being used...