The DOI matches its Crossref record; 13 of the 13 references it cites were found in a registry or an index.
Brain Responses to Movie Trailers Predict Individual Preferences for Movies and Their Population-Wide Commercial Success
Abstract
Although much progress has been made in relating brain activations to choice behavior, evidence that neural measures could actually be useful for predicting the success of marketing actions remains limited. To be of added value, neural measures should significantly increase predictive power, beyond conventional measures. In the present study, the authors obtain both stated preference measures and neural measures (electroencephalography; EEG) in response to advertisements for commercially released movies (i.e., movie trailers) to probe their potential to provide insight into participants’ individual preferences as well as movie sales in the general population. The results show that EEG measures (beta and gamma oscillations), beyond stated preference measures, provide unique information regarding individual and population-wide preference and can thus, in principle, be used as a neural marker for commercial success. As such, these results provide the first evidence that EEG measures are related to real-world outcomes and that these neural measures can significantly add to models predicting choice behavior relative to models that include only stated preference measures.
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Cites
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“Brain oscillations are an effective mechanism to accomplish such a task (Akam and Kullmann 2010; Engel, Fries, and Singer 2001; Womelsdorf et al. 2007).”
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Cited by
Emotional contagion: a brief overview and future directions
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“The prefrontal cortex also provides information about processing preferences (Boksem and Smidts, 2015; Casado-Aranda et al., 2019) or emotional processing of consumer behavior (Doi et al.”
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Metadata
- Authors
- Boksem, M. A. S., & Smidts, A.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 2015-08
- Volume
- 52
- Issue
- 4
- Pages
- 482-492
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W2161561996
- Cited by
- 304
- References
- 13
- FWCI
- 10.58
- Type
- journal article
- Language
- en
- Open access
- closed
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