Validity, reliability, and applicability of psychophysiological techniques in marketing research

By Yong J. Wang, Michael S. Minor. 2008

184 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/b7872b1a8c90458fa3186fd50723a787aa6b18b2

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Citations in the corpus

Attention, emotions and cause-related marketing effectiveness (2015, unknown): “When individuals are faced with a stressful or emotional condition, their skin becomes more conductive as a result of changes in the sympathetic nervous system (Wang and Minor, 2008).”
Current and potential methods for measuring emotion in tourism experiences: a review (2015, methodology): “HR is a 814 S. Li et al. reliable measure of attention as HR is an indispensable part of the psychophysiological attention mechanism (Lang, 2002; Ravaja, 2004; Wang & Minor, 2008; Watson & Gatchel, 1979).”
Brain Responses to Movie Trailers Predict Individual Preferences for Movies and Their Population-Wide Commercial Success (2015, methodology): “We used the BDM method (Becker, DeGroot, and Marschak 1964; Wertenbroch and Skiera 2002), an incentive-compatible procedure frequently used in experimental economics, to get a true estimate of their WTP.”
The contribution of neuroscience to consumer research: A conceptual framework and empirical review (2013, unknown): “In fact, the use of psychophysiological techniques is not new in consumer research since pupillary dilation and electrodermal response measures have been applied since the 1960s, later followed by eyetracking and heart rate (Wang & Minor, 2008).”
Emotions in Tourism: Theoretical Designs, Measurements, Analytics, and Interpretations (2020, methodology): “Potential flashpoints include mind control and privacy invasion concerns (Y. J. Wang and Minor 2008).”
Isn't It Cute: An Evolutionary Perspective of Baby-Schema Effects in Visual Product Designs (2011, unknown): “…questions, we investigated consumer affect to babyfaced product designs beyond explicit self-reports by an implicit psycho-physiological method (cf., Jenkins, Brown, & Rutterford, 2009; Wang & Minor 2008), employing facial www.ijdesign.org 20 International Journal of Design Vol.5 No.3 2011 EMG.”
Predicting Advertising success beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling (2015, methodology): “Perhaps the most commonly used neuroscience method in advertising research (Wang and Minor 2008), EEG can reveal variations in electrical signals of cortical brain regions as a function of internal or external variables.”
Using skin conductance and facial electromyography to measure emotional responses to tourism advertising (2018, background): “Wang and Minor (2008) noted that SCR frequency may reflect both arousal and pleasure levels, and this interaction may affect the ability of SCR frequency to distinguish between the two emotional appeals in this study.”
The neuropsychology of consumer behavior and marketing (2018, background): “…insights into consumer thought processes, the use of psychophysiological measures to study consumer behavior began with electrodermal responses in the 1920s (Bagozzi, 1991) and pupillary dilation in the 1960s, followed shortly after by eye- tracking and heart rate measures (Wang & Minor, 2008).”
Application of frontal EEG asymmetry to advertising research (2010, background): “…of using the technology of measuring brain waves (EEG but also its modification such as SST-steady state topography) to understand the bases of processing of commercial messages, the number of relevant and acclaimed scientific studies is rather scarce (for review see: Wang & Minor, 2008).”