Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling
Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling
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DOI：
10.1509/jmr.13.0593
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发表时间：
2015-08-01
影响因子：
6.1
通讯作者：
Winer, Russell S.
中科院分区：
文献类型：
--
作者：
Venkatraman, Vinod;Dimoka, Angelika;Winer, Russell S.
在过去的十年中，学术界和从业者越来越多地使用神经生理学方法来更好地理解营销现象。然而，这些方法在预测广告成功方面的价值仍未得到充分研究。作者使用独特的实验方案来评估对 30 秒电视广告的反应，通过六种常用方法（传统自我报告、隐式测量、眼动追踪、生物识别、脑电图和功能磁共振成像）捕获了广告效果的许多衡量标准。这些措施已被证明可以可靠地利用广告研究中常用的更高层次的结构：注意力、情感、记忆和欲望。作者利用销售和总收视率的时间序列数据，试图将实验室中个人对电视广告的反应与广告的总体市场弹性联系起来。作者表明，功能性磁共振成像测量可以解释广告弹性超出基线传统测量的最大差异。值得注意的是，腹侧纹状体的活动是现实世界对广告的市场反应的最强预测因子。作者讨论了这些发现及其对理论、研究和实践的重大影响。
In the past decade, there has been a tremendous increase in the use of neurophysiological methods to better understand marketing phenomena among academics and practitioners. However, the value of these methods in predicting advertising success remains underresearched. Using a unique experimental protocol to assess responses to 30-second television ads, the authors capture many measures of advertising effectiveness across six commonly used methods (traditional self-reports, implicit measures, eye tracking, biometrics, electroencephalography, and functional magnetic resonance imaging). These measures have been shown to reliably tap into higher-level constructs commonly used in advertising research: attention, affect, memory, and desirability. Using time-series data on sales and gross rating points, the authors attempt to relate individual-level response to television ads in the lab to the ads' aggregate, market-level elasticities. The authors show that functional magnetic resonance imaging measures explain the most variance in advertising elasticities beyond the baseline traditional measures. Notably, activity in the ventral striatum is the strongest predictor of real-world, market-level response to advertising. The authors discuss the findings and their significant implications for theory, research, and practice.