A Combination of Self-Reported Data and Social-Related Neural Measures Forecasts Viral Marketing Success on Social Media

Motoki, Kosuke; Suzuki, Shinsuke; Kawashima, Ryuta; Sugiura, Motoaki

doi:10.1016/j.intmar.2020.06.003

Cited by 37 publications

(37 citation statements)

References 111 publications

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“…Furthermore, neuroscience research has shown that the type of product, in terms of utilitarian or hedonic, also affects consumers' emotional responses (Bettiga et al, 2020). Since neuroimaging tools help to predict consumer behavior (Smidts et al, 2014;Cascio et al, 2015;Telpaz et al, 2015;Casado-Aranda et al, 2018a,b, 2020Motoki et al, 2020;Jai et al, 2021), future lines of research should consider which environmental factors (such as types of products, types of purchase, etc.) impact and alter emotional responses, and ultimately, behavioral responses.…”

Section: Emotional Contagion In Neurological Reactionsmentioning

confidence: 99%

Emotional Contagion: A Brief Overview and Future Directions

Herrando

Constantinides

2021

Front. Psychol.

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Social interactions can trigger emotional contagion between individuals resulting in behavioral synchrony. Emotional contagion can be a very effective and attractive strategy in communication and advertising, and understanding the mechanisms underlying emotional contagion can help marketers to improve their commercial approaches or develop better ones. The purpose of this study is to review and classify the various methodologies and theoretical approaches on emotional contagion, identify the best practices in this domain, and identify ways of gaging and measuring emotional contagion. The study is based on a mini literature review. We identify different mechanisms and approaches to emotional contagion described in the literature. Emotional contagion can be triggered by facial expressions, indirect human interactions, and/or by observing other people's behavior in direct and indirect interactions. Furthermore, emotional contagion can be triggered physiologically or neurologically by synchronizing with the emotional state of others during human interactions. Regarding the assessment and measurement of emotional contagion, we argue that methods based on neuroscience tools are much more accurate and effective than methods based on traditional research approaches. The study identifies guidelines for research on commercial communication through emotional contagion that can be especially interesting for academia and marketing practitioners. The findings are important for field marketers interested in developing new individualized approaches in their commercial strategies and marketing in general. In addition, the study can become the basis of research that further refines and compares the efficacy of the various techniques and tools involved.

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Section: Emotional Contagion In Neurological Reactionsmentioning

confidence: 99%

Emotional Contagion: A Brief Overview and Future Directions

Herrando

Constantinides

2021

Front. Psychol.

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“…The application of neuropsychological methods, using neural brain activity data to forecast products and marketing campaigns success, has been indicated to offer a promising approach to gain further knowledge about the consumers' perception processes (Ariely and Berns, 2010;Berns and Moore, 2012;Falk et al, 2012Falk et al, , 2015Plassmann et al, 2015;Venkatraman et al, 2015;Daugherty et al, 2016;Karmarkar and Yoon, 2016;Kühn et al, 2016;Motoki et al, 2020;Tong et al, 2020). Plassmann et al (2007) explored, for example, how neuropsychological methods could be used to investigate brand equity as a determining factor that influences the perception and, consequently, the behaviour of consumers.…”

Section: Introductionmentioning

confidence: 99%

Measuring dlPFC Signals to Predict the Success of Merchandising Elements at the Point-of-Sale – A fNIRS Approach

2020

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The (re-)launch of products is frequently accompanied by point-of-sale (PoS) marketing campaigns in order to foster sales. Predicting the success of these merchandising elements at the PoS on sales is of interest to research and practice, as the misinvestments that are based on the fragmented PoS literature are tremendous. Likewise, the predictive power of neuropsychological methods has been demonstrated in various research work. Nevertheless, the practical application of these neuropsychological methods is still limited. In order to foster the application of neuropsychological methods in research and practice, the current research work aims to explore, whether mobile functional near-infrared spectroscopy (fNIRS) – as a portable neuroimaging method – has the potential to predict the success of PoS merchandising elements by rendering significant neural signatures of brain regions of the dorsolateral prefrontal cortex (dlPFC), highlighting its potential to forecast shoppers’ behaviour aka sales at the PoS. Building on previous research findings, the results of the given research work indicate that the neural signal of brain regions of the dlPFC, measured with mobile fNIRS, is able to predict actual sales associated with PoS merchandising elements, relying on the cortical relief effect. More precisely, the research findings support the hypothesis that the reduced neural activity of brain regions associated with the dlPFC can predict sales at the PoS, emphasising another crucial neural signature to predict shoppers’ purchase behaviour, next to the frequently cited reward association system. The research findings offer an innovative perspective on how to design and evaluate PoS merchandising elements, indicating fruitful theoretical and practical implications.

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“…Essential aspects thereof include maximizing the generalizability of measurement to real-world situations and always comparing the new measure to the traditional ones. The body of the literature on neural forecasting showed that subjective measures are biased and that neural measures usually outperform stated preferences (e.g., Motoki et al, 2020;Tong et al, 2020), although some previous studies showed only a miniscule -albeit significant -additional predictive value of neural measurements over subjective ratings (Dmochowksi et al, 2014;Boksem and Smidts, 2015).…”

Section: Group Level Analysismentioning

confidence: 99%

“…This paradigm is based on observations that neural representations are – to some extent – modality-general and individual-invariant ( Chan et al, 2020 ) and can therefore be predicted from individual neural responses. Indeed, forecasting the behavior of a large group has been shown to outperform individual stated preferences, values and choices, including viral marketing success ( Motoki et al, 2020 ), the decision to keep watching online videos ( Tong et al, 2020 ), and the success of anti-smoking ads and campaigns ( Falk et al, 2012 ; Schmälzle et al, 2020 ).…”

Section: Introductionmentioning

confidence: 99%

A Sound Prediction: EEG-Based Neural Synchrony Predicts Online Music Streams

Leeuwis

Pistone

Flick³

et al. 2021

Front. Psychol.

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Neuroforecasting predicts population-wide choices based on neural data of individuals and can be used, for example, in neuromarketing to estimate campaign successes. To deliver true value, the brain activity metrics should deliver predictive value above and beyond traditional stated preferences. Evidence from movie trailer research has proposed neural synchrony, which compares the similarity of brain responses across participants and has shown to be a promising tool in neuroforecasting for movie popularity. The music industry might also benefit from these increasingly accurate success predictors, but only one study has been forecasting music popularity, using functional magnetic resonance imaging measures. Current research validates the strength of neural synchrony as a predictive measure for popularity of music, making use of electroencephalogram to capture moment-to-moment neural similarity between respondents while they listen to music. Neural synchrony is demonstrated to be a significant predictor for public appreciation on Spotify 3 weeks and 10 months after the release of the albums, especially when combined with the release of a single. On an individual level, other brain measures were shown to relate to individual subjective likeability ratings, including Frontal Alpha Asymmetry and engagement when combined with the factors artist and single release. Our results show the predictive value of brain activity measures outperforms stated preferences. Especially, neural synchrony carries high predictive value for the popularity on Spotify, providing the music industry with an essential asset for efficient decision making and investments, in addition to other practical implications that include neuromarketing and advertising industries.

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A Combination of Self-Reported Data and Social-Related Neural Measures Forecasts Viral Marketing Success on Social Media

Cited by 37 publications

References 111 publications

Emotional Contagion: A Brief Overview and Future Directions

Emotional Contagion: A Brief Overview and Future Directions

Measuring dlPFC Signals to Predict the Success of Merchandising Elements at the Point-of-Sale – A fNIRS Approach

A Sound Prediction: EEG-Based Neural Synchrony Predicts Online Music Streams

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