Abstract
Audience preference prediction for commercials using fNIRS
Frontiers in human neuroscience, v 12
2018
Abstract
Advertisers rely on self-reported measures for assessing and improving the advertisements. Methods such as surveys, focus groups, interviews are extensively used specifically for commercials targeting high profile events like the Super Bowl. Consistent with the Neuroergonomics approach, brain activities measured in response to viewing of natural stimuli could be used to assess audience preferences as a more direct measure (Ariely & Berns, 2010; Dmochowski et al., 2014; Plassmann, Venkatraman, Huettel, & Yoon, 2015; Venkatraman et al., 2014). Neuroimaging tools, such as functional magnetic resonance imaging (fMRI) and Electroencephalogram (EEG), have been utilized in initial neuromarketing studies, however various limiting factors such as high operational cost, restrictions on the participant during data collection, and the speed and ease of sensor setup limit further use of these in large scale deployment as well as in actual field conditions. Functional near infrared spectroscopy (fNIRS) is the youngest and still an emerging neuroimaging technique that utilizes near infrared light to measure oxygenation changes in outer cortex. Latest generation of optical brain imaging utilizes wearable and wireless sensor pads to enable measurement of brain activity in non-tethered and ambulatory settings (Ayaz et al., 2013).
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Details
- Title
- Audience preference prediction for commercials using fNIRS
- Creators
- Atahan Agrali - Drexel University, School of Biomedical Engineering, Science, and Health SystemsSiddharth Bhatt - Drexel University, Bennett S. LeBow College of BusinessRajneesh Suri - Drexel University, MarketingKurtulus Izzetoglu - Drexel University, School of EducationBanu Onaral - Drexel University, School of Biomedical Engineering, Science, and Health SystemsHasan Ayaz - Drexel University, School of Biomedical Engineering, Science, and Health Systems
- Publication Details
- Frontiers in human neuroscience, v 12
- Conference
- The 2nd International Neuroergonomics Conference (Philadelphia, Pennsylvania, United States, 27 Jun 2018–29 Jun 2018)
- Resource Type
- Abstract
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; School of Biomedical Engineering, Science, and Health Systems; School of Education; Marketing
- Other Identifier
- 991019186691104721