Researchers Explore Value of

Neurophysiological Methods in Advertising

Researchers Explore Value of Neurophysiological Methods in

Advertising

A Fortune 50 leader with expertise in brand development and market share growth, Beth Hirschhorn accepted a position as executive vice president and chief marketing officer for the education provider Kaplan, Inc., in August 2014. Beth Hirschhorn also contributes to the education of future business leaders as an adjunct professor of marketing at her alma mater, the NYU Stern School of Business.

Researchers Explore Value of Neurophysiological Methods in

Advertising

Two faculty members in the marketing department at NYU Stern recently collaborated with other scholars on an article for a special neuromarketing issue of the Journal of Marketing Research. The article, titled “Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling,” describes a study on the value of neurophysiological methods in forecasting advertising effectiveness. The researchers evaluated subjects’ reactions to short television ads using six common techniques, such as eye tracking and functional magnetic resonance imaging (fMRI), and compared those individual reactions to aggregate data on the effectiveness of the ads.

Researchers Explore Value of Neurophysiological Methods in

Advertising

Based on their analysis, the researchers determined that fMRI measures describe the greatest variance in advertising elasticity, with the brain’s ventral striatum activity serving as the greatest predictor of market-level reactions to advertising.