Bridging the Methods Gap in Understanding Advertising Effects on Social Media and Television
Fr. March 9 11:00 AM 'The Glass House'
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Neuromarketing and consumer neuroscience covers a vast array of different methods in measuring subconscious processes and responses to advertising. However, while these methods are claimed to measure many of the same attentional, emotional and cognitive attributes, few studies have tried to cross-validate these methods and bridge the methodological gap.
In comparing different methods, the present study also sought to understand another contentious issue in marketing in general: the effect that media channels can have on customer response to advertising. The aim of this study is therefore to combine the methods comparison to test channel effects on subliminal and supraliminal ad responses.
Facebook's Julia Trabulsi will present a multimodal methodological approach that represent offerings from commercial and academic research. Facebook teamed up with Neurons Inc, MediaScience Labs and Sentient Decision Science) to use mobile and stationary eye-tracking, galvanic skin response (GSR) and electroencephalography (EEG), as well as implicit association testing (IAT), as represented by each of the participants in this study (NI, MSL, SDS). In total, 510 unique commercials were tested using each of the biometric and neurometric methods.
Each contributor (NI, MSL, SDS) measured customer responses using their own preferred method, and analyzed the results independently of each other. FB then compared results across contributor for further cross-validation of the results.
Audience takeaways:
- The effects of media channels on attentional, emotional and cognitive ad responses
- Comparing methodologies, findings between vendors, and cross-validation results
« review the Neuromarketing World Forum 2018 agenda