Few and Far Between: Identifying Measures of Advertising Visuals That Correlate With Neural Engagement and Sales

We present a novel approach to assess visual attention in advertisements. We find that movie trailers with fewer and larger attention-grabbing visuals generate higher collective neural engagement (i.e., Cross-Brain Correlation) among consumers in a movie theater. The number and size of attentional targets also correlate with future population-level ticket sales.



Citation:

Samuel B. Barnett and Moran Cerf (2017) ,"Few and Far Between: Identifying Measures of Advertising Visuals That Correlate With Neural Engagement and Sales", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 383-386.

Authors

Samuel B. Barnett, Northwestern University, USA
Moran Cerf, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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