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

Deitz George D.; Royne Marla B.; Peasley Michael C.; Huang Jianping Coco; Coleman Joshua T.

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

机译：基于EEG的量度与面板评分的对比，预测基于社交媒体的对超级碗广告的行为反应

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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. The current authors' research explored consumer behavioral responses to Super Bowl ads on YouTube by comparing the predictive value of the self-report USA Today Ad Meter ratings with electroencephalogram (EEG)-based neuroengagement scores. This study assessed differences in subsequent online ad views, social engagement, and overall ad sentiment. The authors argue that implicit measures may be particularly useful in examining online social engagement and information transmission of paid brand content.

机译：现有研究表明，在评估消费者对广告的反应时，神经科学和生理学测量方法比传统的自我报告测量方法更具客观性，因此可能更能预测受众的反应。当前作者的研究通过将自我报告《今日美国广告》评分与基于脑电图（EEG）的神经参与评分的预测值进行比较，探索了消费者对YouTube超级碗广告的行为反应。这项研究评估了后续在线广告观看次数，社交参与度和总体广告情感方面的差异。作者认为，隐含措施可能对检查在线社交活动和付费品牌内容的信息传递特别有用。

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《Journal of advertising research》 |2016年第2期|217-227|共11页
作者
Deitz George D.; Royne Marla B.; Peasley Michael C.; Huang Jianping Coco; Coleman Joshua T.;
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Univ Memphis, Mkt, Memphis, TN 38152 USA|Univ Memphis, Customer NeuroInsights Res Lab cNRL, Memphis, TN 38152 USA;

Univ Memphis, Mkt, Memphis, TN 38152 USA|Univ Memphis, Dept Mkt & Supply Chain Management, Memphis, TN 38152 USA;

Univ Memphis, Dept Mkt & Supply Chain Management, Memphis, TN 38152 USA;

Univ Memphis, Dept Mkt & Supply Chain Management, Memphis, TN 38152 USA;

Univ Memphis, Memphis, TN 38152 USA;

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

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