Project title and related WP(s):

Information processing on advertising stimuli: a morphing paradigm IPAS  (WP3)

Objectives:

Recent breakthroughs in neuroscience in marketing communications are helping to understand how the consumer process information. Although latest advances have revealed that most of the brain processes that regulate our emotions, attitudes, and decisions are beyond our consciousness (implicit processes), research is still laggard. The ESR 8 will be focused on the application of Mixed Reality techniques to consumer information processing of different sources: user-generated content (e.g. eWOM) and firm-generated content (e.g. advertising). From a theoretical point of view, ESR8 will develop a diffusion model of advertising content on real-time virtual information adaptive to consumer behaviour. ESR8 will 1) identify the most impactful adverting content; 2) study how different advertising stimuli influence the customer journey to the purchase decision; 3) assess how multiple touch points affect customer decision; 4) Define the optimal level of advertising effort in different formats; 5) Assess the neurophysiological measures of advertising effectiveness which will be tested using advanced biometric signals processing (EEG, fNIRS, GSR, HV, ET, among others).

Expected results: The ESR will offer new insights into a) attention, processing, and retention of advertising stimuli for paid (e.g. advertising) and unpaid content (social media); b) Specifications of advertising content; c) Information model for adopting brands; d) Metrics for assessing advertising effectiveness.

Planned secondments: UKB (3 months): To study neurophysiological measurements; AAU (3 months): to study advertising processing; AMS (1 month): to study fNIRS technologies.

Profile: An economist with marketing communications background and a strong interest in neuroscience and VR, only basic knowledge on neuromarketing and VR is needed.

Detailed info in Euraxess