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Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising

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Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising

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Guixeres Provinciale, J.; Bigné-Alcañiz, E.; Ausin-Azofra, JM.; Alcañiz Raya, ML.; Colomer, A.; Fuentes-Hurtado, FJ.; Naranjo Ornedo, V. (2017). Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising. Frontiers in Psychology. 8:1-14. https://doi.org/10.3389/fpsyg.2017.01808

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Title: Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising
Author: Guixeres Provinciale, Jaime Bigné-Alcañiz, Enrique Ausin-Azofra, Jose Manuel Alcañiz Raya, Mariano Luis Colomer, Adrián Fuentes-Hurtado, Félix José Naranjo Ornedo, Valeriana
UPV Unit: Universitat Politècnica de València. Departamento de Comunicaciones - Departament de Comunicacions
Universitat Politècnica de València. Departamento de Ingeniería Gráfica - Departament d'Enginyeria Gràfica
Universitat Politècnica de València. Instituto Interuniversitario de Investigación en Bioingeniería y Tecnología Orientada al Ser Humano - Institut Interuniversitari d'Investigació en Bioenginyeria i Tecnologia Orientada a l'Ésser Humà
Issued date:
Abstract:
[EN] The purpose of the present study is to investigate whether the effectiveness of a new ad on digital channels (YouTube) can be predicted by using neural networks and neuroscience-based metrics (brain response, heart ...[+]
Subjects: Neuromarketing , YouTube , Artificial neural networks , Eye tracking , Heart rate variability , Brain response
Copyrigths: Reconocimiento (by)
Source:
Frontiers in Psychology. (eissn: 1664-1078 )
DOI: 10.3389/fpsyg.2017.01808
Publisher:
Frontiers Media SA
Publisher version: https://doi.org/10.3389/fpsyg.2017.01808
Thanks:
This work has been supported by the Heineken Endowed Chair in Neuromarketing at the Polytechnic University of Valencia in order to research and apply new technologies and neuroscience in communication, distribution and ...[+]
Type: Artículo

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