Predicting Advertising success beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling

By Vinod Venkatraman, Angelika Dimoka, Paul A. Pavlou, Khoi Vo, William H. Hampton, Bryan K. Bollinger, Hal E. Hershfield, Masakazu Ishihara, R. Winer. 2015

484 citations recorded by the source corpus.

Subfields: Applied Psychology, Cognitive Neuroscience, Experimental and Cognitive Psychology

View Paper: https://www.semanticscholar.org/paper/8d8a3321652d1e6c4df1cb74790199084514a8c5

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Applied Psychology

1. Richard P. Bagozzi
2. Utpal M. Dholakia
3. Heesup Han
4. Andrew R. Schrock
5. Choong‐Ki Lee
6. Jinsoo Hwang
7. Bo Meng
8. James Y. L. Thong

In Cognitive Neuroscience

1. Richard P. Bagozzi
2. Joseph Ciorciari
3. Joanne M. Harris
4. Steven D. Shaw
5. J. Gountas
6. Chunyan Xie

In Experimental and Cognitive Psychology

1. Richard P. Bagozzi
2. Joseph Ciorciari
3. Joanne M. Harris
4. Steven D. Shaw
5. J. Gountas
6. Utpal M. Dholakia
7. Heesup Han
8. Bo Meng

Citations in the corpus

• The neuropsychology of consumer behavior and marketing (2018, background): “…require frameworks integrating neuroscience measurements with subjective interpretations; the most fruitful and insightful conclusions will likely be drawn when methods are combined, such that the shortcomings of one methodology are offset by the strengths of another (Venkatraman et al., 2015).”
• Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes (2021, background): “The majority of researchers agreed on two dimensions of measuring emotion: (a) valence, and (b) arousal [53].”
• Consumer neuroscience for marketing researchers (2018, background): “For example, Venkatraman et al. (2015) presented an Copyright © 2018 John Wiley & Sons, Ltd./cb 1 overview of EEG, fMRI, implicit measurements such as implicit association testing (IAT), eye tracking, and biometrics of heart rate, breathing, and skin conductance to test the interactive…”
• Social Consumer Neuroscience: Neurophysiological Measures of Advertising Effectiveness in a Social Context (2017, unknown): “In the past decade, marketers have become more open to the use of neurophysiological methods to measure advertising effectiveness (Venkatraman et al. 2014; Wedel and Pieters 2008).”
• GLOBAL ACADEMIC TRENDS OF METABOLIC AND ELECTRICAL BIOMEDICAL TOOLS IN MARKETING (2024, unknown): “…as valuable tools for researchers and practitioners to delve deeper into consumer behaviour (e.g., emotions, attention, preferences) towards stimuli such as advertising and brands (Ahmed et al., 2021; Guo et al., 2018; Halsharif et al., 2021a; Reimann et al., 2012; Venkatraman et al., 2015).”