Top Or Flop: Quantifying the Value of Fmri Data in the Prediction of Success of New Products
We propose a novel method to predict new product sales by combining retailer data about competitors with information from representative surveys and functional magnetic resonance imaging. We forecast the sales of innovative products before launch and quantify the added value of each information source in terms of prediction accuracy.
Citation:
Marton Varga, Anita Tusche, Paulo Albuquerque, Nadine Gier, Bernd Weber, and Hilke Plassmann (2020) ,"Top Or Flop: Quantifying the Value of Fmri Data in the Prediction of Success of New Products", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 891-895.
Authors
Marton Varga, INSEAD, France
Anita Tusche, Queens University, Canada
Paulo Albuquerque, INSEAD, France
Nadine Gier, Heinrich-Heine-University, Germany
Bernd Weber, Rheinische Friedrich-Wilhelms-University of Bonn
Hilke Plassmann, INSEAD, France
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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