Biometric Measures as Tools for Investigating the Embodied Mind “on” Advertising: The Importance of Grounding Research in the Psychophysiology Paradigm
本文讨论了广告研究中生物测量方法缺乏科学范式支撑的问题，提出心理生理学（尤其是媒体心理生理学）作为坚实的研究基础，并回顾了相关研究、提供理论路径和建议。
Advertising research utilizing biometric measures dates to the 1970s. This specialized area of research has tremendously grown over the years due to high interest among both academic and industry researchers. A challenge to the maturity of this area of research addressed in this article is variation in the extent to which researchers clearly ground their work in a strong scientific paradigm leading to rigorous concept explication of biometric measures as embodied mental processes. In this article the unique importance of a strong paradigm for advertising research using biometric measures is discussed, and psychophysiology—specifically media psychophysiology—is introduced as a strong paradigm for researchers to ground their work. A brief review of advertising research using biometric measures is presented, several promising theoretical approaches for advertising research using biometric measures are offered, and suggestions for advertising researchers are provided.