Book chapter
Predicting Audience Preferences for Television Advertisements Using Functional Brain Imaging
Neuroergonomics: The Brain at Work and in Everyday Life, pp 265-266
2018
Abstract
Consistent with the Neuroergonomics approach, brain activities measured in response to viewing of natural stimuli in everyday settings could be used to assess audience preferences. In this study, we record brain activity from a group of naive individuals while viewing popular, previously broadcast television content, Super Bowl advertisements using functional near infrared spectroscopy (fNIRS), a wearable neuroimaging technique that utilizes near infrared light to measure cortical oxygenation changes. Results indicate that brain activation predicts the self-reported rating by a broad audience.
Metrics
26 Record Views
Details
- Title
- Predicting Audience Preferences for Television Advertisements Using Functional Brain Imaging
- Creators
- Atahan Agrali - Drexel UniversitySiddharth Bhatt - Drexel UniversityRajnesh Suri - Drexel UniversityKurtulus Izzetoglu - Drexel UniversityBanu Onaral - Drexel UniversityHasan Ayaz - Children's Hospital of Philadelphia
- Contributors
- Hasan Ayaz (Editor) - Children's Hospital of PhiladelphiaFrédéric Dehais (Editor)
- Publication Details
- Neuroergonomics: The Brain at Work and in Everyday Life, pp 265-266
- Publisher
- Academic Press
- Number of pages
- 2
- Resource Type
- Book chapter
- Language
- English
- Academic Unit
- Drexel Solutions Institute; College of Arts and Sciences; School of Biomedical Engineering, Science, and Health Systems
- Scopus ID
- 2-s2.0-85081292949
- Other Identifier
- 991020106567004721