Ontology highlight
ABSTRACT:
SUBMITTER: Guixeres J
PROVIDER: S-EPMC5671759 | biostudies-literature | 2017
REPOSITORIES: biostudies-literature
Guixeres Jaime J Bigné Enrique E Ausín Azofra Jose M JM Alcañiz Raya Mariano M Colomer Granero Adrián A Fuentes Hurtado Félix F Naranjo Ornedo Valery V
Frontiers in psychology 20171031
The purpose of the present study is to investigate whether the effectiveness of a new ad on digital channels (YouTube) can be predicted by using neural networks and neuroscience-based metrics (brain response, heart rate variability and eye tracking). Neurophysiological records from 35 participants were exposed to 8 relevant TV Super Bowl commercials. Correlations between neurophysiological-based metrics, ad recall, ad liking, the ACE metrix score and the number of views on YouTube during a year ...[more]