Maarten A. S. Boksem, PhD
Although much progress has been made in relating brain activations to choice behaviour, evidence that neural measures could actually be useful for predicting the successfulness of marketing actions remains limited. To be of added value, neural measures should significantly increase predictive power, above and beyond conventional measures. In the present study, the authors obtained both stated preference measures and neural measures (electroencephalography; EEG) in response to advertisements for commercially released movies (i.e. movie-trailers), to probe its potential to provide insight into individual preferences in our subjects, as well as movie sales in the population at large.
The results show that EEG measures (beta and gamma oscillations) provide unique information regarding individual and population-wide preference, above and beyond stated preference measures, and can thus in principle be used as a neural marker for commercial success. As such, these results provide the first evidence that EEG measures are related to real-world outcomes, and that these neural measures can significantly add to models predicting choice behaviour compared to models that include only stated preference measures.