文章基本信息

标题：INVAR Neuromarketing Method and System
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作者：Arturas KAKLAUSKAS ; Vytautas BUCINSKAS ; Irina VINOGRADOVA 等
期刊名称：Studies in Informatics and Control Journal
印刷版ISSN：1220-1766
出版年度：2019
卷号：28
期号：3
页码：357-370
DOI：10.24846/v28i3y201912
出版社：National Institute for R&D in Informatics
摘要：In recent years, the focus of marketing methods has been the user rather than advertising. A wide range of customer satisfaction surveys, post-screening answers and reviews are a staple of marketing for that purpose. In search for innovative ways to survey customer satisfaction, new concepts have emerged recently and several biometric methods and systems have been developed. This research integrates Damasio’s Somatic marker hypothesis, statistical analysis, biometric systems, the neuro-questionnaire, multiple criteria analysis methods and intelligent systems. The objective of this research was to develop the INVAR Neuromarketing method and system. The INVAR Neuromarketing method and system can determine: the effectiveness of a video ad and its individual frames; ad frames that make viewers most happy, sad, angry, surprised, scared, disgusted, bored, interested or confused; the effect of a video ad on the short-term and long-term memory; the most positive or negative video ad, etc. This article presents these studies and their results in greater detail.
关键词：INVAR Neuromarketing method and system; Affective attitudes; Emotional and physiological states; Video ads; Multicriteria analysis; Intelligent systems