The feasibility study of applied neuroscience for advertising and marketing research
Name
749543037-MIT.pdf
Description
Full printable version
Size
25.78 MB
Format
Adobe PDF
Checksum (MD5)
8758c2276e598975b704aa326d33d4c8
Author(s)
Nakagawa, Takeshi, M.B.A. Massachusetts Institute of Technology
Advisor(s)
Drazen Prelec.
Date Issued
2011
Publisher
Massachusetts Institute of Technology
Abstract
Recently, various kinds of biosensors have been developed, which can be used by advertising researchers for their research to understand consumer behavior and responses. At the same time, most advertisers have become more sensitive to marketing ROI, so they need to know real audience response to their advertising. I compare several different biosensors, including Pupillometer, Eye tracking system, EEG, and Multiple EEG, and I find the pros and cons of each for the business purposes of advertising and marketing researchers. Pupillometer and EEG are useful for quantitative analysis to measure ROI, and Eye tracking and Multiple EEG are useful for qualitative analysis to modify advertising by creative planners. I use data from several experiments with these biosensors, and analyze these data quantitatively and qualitatively.
Description
Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2011.
Cataloged from PDF version of thesis.
Includes bibliographical references (p. 130-132).
Subjects
Sloan School of Management.
MIT Department
Sloan School of Management
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