TY - JOUR T1 - EEG-Based Measures versus Panel Ratings JF - Journal of Advertising Research JO - J Advert Res SP - 217 LP - 227 DO - 10.2501/JAR-2016-030 VL - 56 IS - 2 AU - George D. Deitz AU - Marla B. Royne AU - Michael C. Peasley AU - Jianping “Coco” Huang AU - Joshua T. Coleman Y1 - 2016/06/01 UR - http://www.journalofadvertisingresearch.com/content/56/2/217.abstract N2 - 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. ER -