Forecasting Advertisement Effectiveness: Neuroscience and Data Envelopment Analysis
Abstract
This research used a novel method in which biometric data and data envelopment analysis (DEA) (a statistical tool generally used for multi-criteria decision making) were used to assess advertising effectiveness. Facial detection and eye-tracking analyses were used to measure participants’ reactions to 14 real estate advertisements. Each of the 14 advertisements had been suggested to a real estate company by a creative advertisement company for a...
Paper Details
Title
Forecasting Advertisement Effectiveness: Neuroscience and Data Envelopment Analysis
Published Date
Apr 5, 2021
Volume
30
Issue
4
Pages
313 - 330
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