Book chapter
Assessing the Impact of Ad Characteristics on Consumer Behavior and Electrodermal Activity
Advances in Neuroergonomics and Cognitive Engineering - Proceedings of the AHFE 2021 Virtual Conferences on Neuroergonomics and Cognitive Engineering, Industrial Cognitive Ergonomics and Engineering Psychology, and Cognitive Computing and Internet of Things, 2021, pp.157-165
Lecture Notes in Networks and Systems, v. 259, Springer
2021
DOI: 10.1007/978-3-030-80285-1_20
Abstract
The use of mobile, low-cost, and wearable sensors to measure physiological activity, continuously and non-intrusively during everyday tasks has the potential to improve our understanding of human perception, cognition, and behavior at large. One applied field with the practical use of such expansive assessment is consumer neuroergonomics. In this study, we demonstrated the use of ultramobile battery operated and wireless electrodermal activity (EDA) sensors to estimate emotional arousal during the viewing of various out-of-house, printed, and e-mail advertisements of law-firm services. A total of 33 participants’ EDA data and self-reported questionnaires were analyzed to assess the impact of different ad types on consumers in terms of their age, gender and prior experience with firms (client vs. non-client). EDA results confirmed as expected that e-mail ads were the least engaging to all participants. Furthermore, participants were engaged significantly less on ads that they are already familiar with, that is existing customers. Results indicate that the use of accessible and low-cost sensors like EDA could be widely deployed to enhance our understanding of customer behavior in order to optimize ad development and delivery.
Details
- Title: Subtitle
- Assessing the Impact of Ad Characteristics on Consumer Behavior and Electrodermal Activity
- Creators
- Yigit Topoglu - Drexel UniversityJan Watson - Drexel UniversityJintao Zhang - Drexel UniversityHongjun Ye - Drexel UniversityRajneesh Suri - Drexel UniversityHasan Ayaz - Drexel University
- Resource Type
- Book chapter
- Publication Details
- Advances in Neuroergonomics and Cognitive Engineering - Proceedings of the AHFE 2021 Virtual Conferences on Neuroergonomics and Cognitive Engineering, Industrial Cognitive Ergonomics and Engineering Psychology, and Cognitive Computing and Internet of Things, 2021, pp.157-165
- Series
- Lecture Notes in Networks and Systems; v. 259
- DOI
- 10.1007/978-3-030-80285-1_20
- eISSN
- 2367-3389
- ISSN
- 2367-3370
- Publisher
- Springer; Cham
- Number of pages
- 9
- Language
- English
- Date published
- 2021
- Academic Unit
- Marketing
- Record Identifier
- 9984963152302771
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