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

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 rate variability and eye tracking). Neurophysiological records from 35 participants w...

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Detalles Bibliográficos
Autores principales: Guixeres, Jaime, Bigné, Enrique, Ausín Azofra, Jose M., Alcañiz Raya, Mariano, Colomer Granero, Adrián, Fuentes Hurtado, Félix, Naranjo Ornedo, Valery
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2017
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5671759/
https://www.ncbi.nlm.nih.gov/pubmed/29163251
http://dx.doi.org/10.3389/fpsyg.2017.01808

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5671759/
https://www.ncbi.nlm.nih.gov/pubmed/29163251
http://dx.doi.org/10.3389/fpsyg.2017.01808

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