Biometric Tools in a Computational Advertising Context: An Overview of Use and Application
本文概述了可用于广告研究的生物识别工具，解释这些工具如何评估消费者的心理过程，并与传统自我报告方法比较优劣，同时讨论其在AIDA模型框架下的应用及实验设计建议。
Biometrics advertising research describes various measures of consumers’ physiological responses to advertising messages that often use computational methods to make inferences about consumers’ psychological processing of these messages. These measures can also be used to fill gaps in our understanding of consumer psychological processes left by the use of traditional computational methods. In this article, we articulate which biometric resources are available to advertising researchers, which psychological processes these measures assess and how they do it, how biometric resources can be applied in advertising research, relative advantages and disadvantages of these measures compared with self-report measures, and how computational processes facilitate their use in advertising research. To frame their application, we organize our discussion of biometric application within a traditional advertising framework, the hierarchy of advertising effects within the attention–interest–desire–action (AIDA) model. We end our discussion by considering laboratory set-up, research design, and data collection considerations, as well as recommendations for advancing advertising research using biometric resources.