ArticleFrontiers in neuroscience2020
Measuring Neural Arousal for Advertisements and Its Relationship With Advertising Success.
Article in Frontiers in neuroscience, 2020. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 12 papers.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
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Who cites it
12 citing papers in PubMed.
- From E-Commerce to the Metaverse: A Neuroscientific Analysis of Digital Consumer Behavior.Behavioral sciences (Basel, Switzerland) · 2024Article
- A systematic review on EEG-based neuromarketing: recent trends and analyzing techniques.Brain informatics · 2024Review
- The influence of television content on advertisement: a neurophysiological study.Frontiers in psychology · 2024Article
- Physiological Signals and Affect as Predictors of Advertising Engagement.Sensors (Basel, Switzerland) · 2023Article
- A Bibliometric Analysis of Consumer Neuroscience towards Sustainable Consumption.Behavioral sciences (Basel, Switzerland) · 2023Review
- Article
- DeePay: deep learning decodes EEG to predict consumer's willingness to pay for neuromarketing.Frontiers in human neuroscience · 2023Article
- Central EEG Beta/Alpha Ratio Predicts the Population-Wide Efficiency of Advertisements.Brain sciences · 2022Article
- Consumer Behaviour to Be Considered in Advertising: A Systematic Analysis and Future Agenda.Behavioral sciences (Basel, Switzerland) · 2022Review
- A systematic review of the prediction of consumer preference using EEG measures and machine-learning in neuromarketing research.Brain informatics · 2022Review
- New Consumer Research Technology for Food Behaviour: Overview and Validity.Foods (Basel, Switzerland) · 2022Review
- Cognitive Control Promotes Either Honesty or Dishonesty, Depending on One's Moral Default.The Journal of neuroscience : the official journal of the Society for Neuroscience · 2021Article
Corrections and comments
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Authors and funding
3 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Abundant research has established the important role of ad-evoked feelings on consumers' reaction to advertising. However, measurement of feelings through explicit self-report is not without its limitations. The current study adds to previous work by showing a sophisticated way of first estimating how arousal is represented in the brain via an independent task (using EEG), and thereafter using this representation to measure arousal in response to advertisements. We then estimate the relationship between the identified process (arousal) and external measures of ad effectiveness (as measured by notability and attitude toward the ad). The results show that the neural measure of arousal is positively associated with notability of ads in the population at large, but may be negatively associated with attitude toward these ads. The implications for the application of EEG in ad testing and for understanding the relationship between arousal and effective advertising are discussed.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.