EEG-Based Measures versus Panel Ratings
研究比较了脑电图神经参与度评分与《今日美国》广告评分对超级碗广告在线观看、社交互动和情感反应的预测能力，发现神经科学测量可能更客观。
Existing research suggests that when assessing consumer responses to advertising,neuroscience and physiological measurements offer more objectivity than traditional self-report measures and, hence, may be more predictive of audience response. The current authors’ research explored consumer behavioral responses to Super Bowl ads on YouTube by comparing the predictive value of the self-report USA Today Ad Meter ratings with electroencephalogram (EEG)-based neuroengagement scores. This study assessed differences in subsequent online ad views, social engagement, and overall ad sentiment. The authors argue that implicit measures may be particularly useful in examining online social engagement and information transmission of paid brand content.