Brain Responses to Movie Trailers Predict Individual Preferences for Movies and Their Population-Wide Commercial Success

Although much progress has been made in relating brain activations to choice behavior, evidence that neural measures could actually be useful for predicting the success of marketing actions remains limited. To be of added value, neural measures should significantly increase predictive power, beyond...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Journal of marketing research 2015-08, Vol.52 (4), p.482-492
Hauptverfasser:	BOKSEM, MAARTEN A.S., SMIDTS, ALE
Format:	Artikel
Sprache:	eng
Schlagworte:	Brain Consumer behavior Electroencephalography Marketing Motion pictures Preferences Studies Success
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!