Brain Responses to Movie Trailers Predict Individual Preferences for Movies and Their Population-Wide Commercial Success

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What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence (2019, methodology): “We benchmarked the models using the mixedeffects model-specific R2 following the Nakagawa and Schielzeth (2013) approach, as has been done in some of the prior studies in marketing (e.g., Boksem and Smidts 2015).”
Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes (2021, methodology): “Alongside that, it uses 3D technology to record and analyze the brain’s signals and display them on the monitor [35], which is helping the researchers and scientists to measure brains’ reaction, such as emotional and cognitive processes, toward advertising [60,71–76], wherein fMRI is used to know th”
Founder passion, neural engagement and informal investor interest in startup pitches: An fMRI study (2020, background): “Post-hoc self-reports about an experience may suffer from recency bias, whereas questioning the respondents during the experience can lead to detachment from the experience (Boksem and Smidts, 2015).”
Consumer neuroscience for marketing researchers (2018, background): “BA = Brodmann area; EEG = electroencephalography; ERP = event‐relate itive but aim to provide an overview and selection of some of the key articles a 2014), prediction of success (Boksem & Smidts, 2015), and brand choice evaluation to predict future choices (Telpaz, Webb, & Levy, 2015).”