Two NYU Stern marketing faculty collaborated on an article exploring the value of neurophysiological methods in predicting advertising success. The article describes a study that evaluated subjects' reactions to TV ads using techniques like eye tracking and fMRI, and compared the individual reactions to aggregate effectiveness data. The analysis determined that fMRI measures, particularly activity in the ventral striatum, described the greatest variance in predicting market-level reactions to advertising.

1. Researchers Explore
Value of
Neurophysiological
Methods in Advertising

2. Researchers Explore Value of
Neurophysiological Methods in
Advertising
 A Fortune 50 leader with expertise in brand development and market
share growth, Beth Hirschhorn accepted a position as executive vice
president and chief marketing officer for the education provider Kaplan,
Inc., in August 2014. Beth Hirschhorn also contributes to the education of
future business leaders as an adjunct professor of marketing at her alma
mater, the NYU Stern School of Business.

3. Researchers Explore Value of
Neurophysiological Methods in
Advertising
 Two faculty members in the marketing department at NYU Stern recently
collaborated with other scholars on an article for a special
neuromarketing issue of the Journal of Marketing Research. The article,
titled “Predicting Advertising Success Beyond Traditional Measures: New
Insights from Neurophysiological Methods and Market Response
Modeling,” describes a study on the value of neurophysiological methods
in forecasting advertising effectiveness. The researchers evaluated
subjects’ reactions to short television ads using six common techniques,
such as eye tracking and functional magnetic resonance imaging (fMRI),
and compared those individual reactions to aggregate data on the
effectiveness of the ads.

4. Researchers Explore Value of
Neurophysiological Methods in
Advertising
 Based on their analysis, the researchers determined that fMRI measures
describe the greatest variance in advertising elasticity, with the brain’s
ventral striatum activity serving as the greatest predictor of market-level
reactions to advertising.