RT Journal Article
SR Electronic
T1 EEG-Based Measures versus Panel Ratings
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 217
OP 227
DO 10.2501/JAR-2016-030
VO 56
IS 2
A1 George D. Deitz
A1 Marla B. Royne
A1 Michael C. Peasley
A1 Jianping “Coco” Huang
A1 Joshua T. Coleman
YR 2016
UL http://www.journalofadvertisingresearch.com/content/56/2/217.abstract
AB Existing research suggests that when assessing consumer responses to advertising, neuroscience and physiological measurements offer more objectivity than traditional self-report measures and, hence, may be more predictive of audience response. The current authors' research explored consumer behavioral responses to Super Bowl ads on YouTube by comparing the predictive value of the self-report USA Today Ad Meter ratings with electroencephalogram (EEG)-based neuroengagement scores. This study assessed differences in subsequent online ad views, social engagement, and overall ad sentiment. The authors argue that implicit measures may be particularly useful in examining online social engagement and information transmission of paid brand content.