Neural Predictors of ad Performance, and the Cannibalism of Brand Performance

Thomas Z. Ramsøy, Dalia Bagdziunaite, Mike Z. Storm

Publikation: Bidrag til tidsskriftKonferenceabstrakt i tidsskriftForskningpeer review

Resumé

Recent neuromarketing studies have produced results that far exceed traditional measures in predicting consumerresponses. Commercial applications have built on such efforts by suggesting superior predictive ability to traditional measures, but few studies have been reported. In the present study, we sought to test how neural responses (emotional and cognitive) and behavioral utterances (facial expressions) to ads wou
ld predict ad performance, and to compare this with traditional self
-reported liking measures. Participants (N=108) from a mixed-gender convenience sample were asked to watch two documentaries, interspersed by ads, and instructed that a post-movie survey would focus on the contents of the documentaries. All ads (16) were recently aired and previously unknown Super bowl ads. We used a T60-XL eye-tracker, Emotient facial coding system, and the ABM X-10 EEG system, running on the iMotions iometric research platform v4.5. Responses were analyzed using JMP v 10.0, using a random effects regression model with ad performance and brand performance as dependent variables and EEG responses (arousal, motivation, cognitive load) and facial coding as independent variables. We find that the combination of neural and behavioral metrics far exceed traditional measures in predicting ad performance, and that ad performance is negatively related to brand communication effects. This
suggests that 1) neural responses to ads are strong predictors of ad and brand performance, and that 2) communication strategies should consider the relationship between ad and brand communication goals more deliberately.
OriginalsprogEngelsk
TidsskriftNeuroPsychoEconomics Conference Proceedings
Vol/bind2015
Sider (fra-til)18
ISSN1861-8243
StatusUdgivet - 2015
BegivenhedThe 2015 NeuroPsychoEconomics Conference - Copenhagen Business School, Copenhagen, Danmark
Varighed: 18 jun. 201519 jun. 2015
Konferencens nummer: 11
http://www.cbs.dk/cbs-event-da/101/11th-neuropsychoeconomics-conference-2015-the-next-10-years

Konference

KonferenceThe 2015 NeuroPsychoEconomics Conference
Nummer11
LokationCopenhagen Business School
LandDanmark
ByCopenhagen
Periode18/06/201519/06/2015
Internetadresse

Citer dette

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Neural Predictors of ad Performance, and the Cannibalism of Brand Performance. / Ramsøy, Thomas Z.; Bagdziunaite, Dalia; Storm, Mike Z.

I: NeuroPsychoEconomics Conference Proceedings, Bind 2015, 2015, s. 18.

Publikation: Bidrag til tidsskriftKonferenceabstrakt i tidsskriftForskningpeer review

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N2 - Recent neuromarketing studies have produced results that far exceed traditional measures in predicting consumerresponses. Commercial applications have built on such efforts by suggesting superior predictive ability to traditional measures, but few studies have been reported. In the present study, we sought to test how neural responses (emotional and cognitive) and behavioral utterances (facial expressions) to ads would predict ad performance, and to compare this with traditional self-reported liking measures. Participants (N=108) from a mixed-gender convenience sample were asked to watch two documentaries, interspersed by ads, and instructed that a post-movie survey would focus on the contents of the documentaries. All ads (16) were recently aired and previously unknown Super bowl ads. We used a T60-XL eye-tracker, Emotient facial coding system, and the ABM X-10 EEG system, running on the iMotions iometric research platform v4.5. Responses were analyzed using JMP v 10.0, using a random effects regression model with ad performance and brand performance as dependent variables and EEG responses (arousal, motivation, cognitive load) and facial coding as independent variables. We find that the combination of neural and behavioral metrics far exceed traditional measures in predicting ad performance, and that ad performance is negatively related to brand communication effects. This suggests that 1) neural responses to ads are strong predictors of ad and brand performance, and that 2) communication strategies should consider the relationship between ad and brand communication goals more deliberately.

AB - Recent neuromarketing studies have produced results that far exceed traditional measures in predicting consumerresponses. Commercial applications have built on such efforts by suggesting superior predictive ability to traditional measures, but few studies have been reported. In the present study, we sought to test how neural responses (emotional and cognitive) and behavioral utterances (facial expressions) to ads would predict ad performance, and to compare this with traditional self-reported liking measures. Participants (N=108) from a mixed-gender convenience sample were asked to watch two documentaries, interspersed by ads, and instructed that a post-movie survey would focus on the contents of the documentaries. All ads (16) were recently aired and previously unknown Super bowl ads. We used a T60-XL eye-tracker, Emotient facial coding system, and the ABM X-10 EEG system, running on the iMotions iometric research platform v4.5. Responses were analyzed using JMP v 10.0, using a random effects regression model with ad performance and brand performance as dependent variables and EEG responses (arousal, motivation, cognitive load) and facial coding as independent variables. We find that the combination of neural and behavioral metrics far exceed traditional measures in predicting ad performance, and that ad performance is negatively related to brand communication effects. This suggests that 1) neural responses to ads are strong predictors of ad and brand performance, and that 2) communication strategies should consider the relationship between ad and brand communication goals more deliberately.

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