Consumer Neuroscience: Testing Effectual Advertising Using Dense-Array Electroencephalography

Terry Daugherty, University of Akron, USA
Ernest Hoffman, University of Akron, USA
Kathleen Kennedy, Suarez Applied Marketing Research Laboratories, USA
Megan Nolan, University of Akron
Consumer neuroscience methodologies are typically positioned as valuable to advertising firms during a pre-campaign evaluation phase, where neurological responses are used to predict ad effectiveness. We propose that an equally valuable application consists of diagnosing advertising post-campaign and support this claim with preliminary results from a dense-array EEG experiment.
[ to cite ]:
Terry Daugherty, Ernest Hoffman, Kathleen Kennedy, and Megan Nolan (2014) ,"Consumer Neuroscience: Testing Effectual Advertising Using Dense-Array Electroencephalography", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 781-781.