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

In the past decade, there has been a tremendous increase in the use of neurophysiological methods to better understand marketing phenomena among academics and practitioners. However, the value of these methods in predicting advertising success remains underresearched. Using a unique experimental protocol to assess responses to 30-second television ads, the authors capture many measures of advertising effectiveness across six commonly used...