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

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

Research output: Contribution to journalConference abstract in journalResearchpeer-review

Abstract

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.
Original languageEnglish
JournalNeuroPsychoEconomics Conference Proceedings
Volume2015
Pages (from-to)18
ISSN1861-8243
Publication statusPublished - 2015
EventThe 2015 NeuroPsychoEconomics Conference - Copenhagen Business School, Copenhagen, Denmark
Duration: 18 Jun 201519 Jun 2015
Conference number: 11
http://www.cbs.dk/cbs-event-da/101/11th-neuropsychoeconomics-conference-2015-the-next-10-years

Conference

ConferenceThe 2015 NeuroPsychoEconomics Conference
Number11
LocationCopenhagen Business School
CountryDenmark
CityCopenhagen
Period18/06/201519/06/2015
Internet address

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