{"id":{"repo_id":"mit","oai_identifier":"oai:dspace.mit.edu:1721.1/65785"},"canonical_url":"https://search.dev.ndltd.org/etd/mit/oai:dspace.mit.edu:1721.1/65785","repository":{"repo_id":"mit","name":"MIT","base_url":"https://dspace.mit.edu/oai/request"},"display":{"title":"The feasibility study of applied neuroscience for advertising and marketing research","abstract":"Recently, various kinds of biosensors have been developed, which can be used by advertising researchers for their research to understand consumer behavior and responses. At the same time, most advertisers have become more sensitive to marketing ROI, so they need to know real audience response to their advertising. I compare several different biosensors, including Pupillometer, Eye tracking system, EEG, and Multiple EEG, and I find the pros and cons of each for the business purposes of advertising and marketing researchers. Pupillometer and EEG are useful for quantitative analysis to measure ROI, and Eye tracking and Multiple EEG are useful for qualitative analysis to modify advertising by creative planners. I use data from several experiments with these biosensors, and analyze these data quantitatively and qualitatively.","abstract_html":"Recently, various kinds of biosensors have been developed, which can be used by advertising researchers for their research to understand consumer behavior and responses. At the same time, most advertisers have become more sensitive to marketing ROI, so they need to know real audience response to their advertising. I compare several different biosensors, including Pupillometer, Eye tracking system, EEG, and Multiple EEG, and I find the pros and cons of each for the business purposes of advertising and marketing researchers. Pupillometer and EEG are useful for quantitative analysis to measure ROI, and Eye tracking and Multiple EEG are useful for qualitative analysis to modify advertising by creative planners. I use data from several experiments with these biosensors, and analyze these data quantitatively and qualitatively.","abstract_has_math":false,"creators":["Nakagawa, Takeshi, M.B.A. Massachusetts Institute of Technology"],"institution":"Massachusetts Institute of Technology","degree_name":null,"degree_level":null,"degree_discipline":null,"degree_department":"Sloan School of Management.","school":null,"contributors":[],"advisors":["Drazen Prelec."],"committee_chairs":[],"committee_members":[],"year":2011,"date_issued":"2011","date_published":"2011","updated_at":"2026-07-22T22:21:29Z","subjects":["Sloan School of Management."],"languages":["eng"],"rights":["M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission."],"rights_urls":["http://dspace.mit.edu/handle/1721.1/7582"],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/1721.1/65785","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.advisor","label":"Advisor","values":["Drazen Prelec."]},{"key":"dc:contributor.department","label":"Department","values":["Sloan School of Management."]},{"key":"dc:contributor.other","label":"Dc Contributor Other","values":["Sloan School of Management."]},{"key":"dc:creator","label":"Author","values":["Nakagawa, Takeshi, M.B.A. Massachusetts Institute of Technology"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2011-09-13T17:52:26Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2011-09-13T17:52:26Z"]},{"key":"dc:date.issued","label":"Date","values":["2011"]},{"key":"dc:publisher","label":"Institution","values":["Massachusetts Institute of Technology"]},{"key":"dc:type","label":"Dc Type","values":["Thesis"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Sloan School of Management."]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language.iso","label":"Language (ISO)","values":["eng"]},{"key":"dc:rights","label":"Dc Rights","values":["M.I.T. theses are protected by copyright. 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At the same time, most advertisers have become more sensitive to marketing ROI, so they need to know real audience response to their advertising. I compare several different biosensors, including Pupillometer, Eye tracking system, EEG, and Multiple EEG, and I find the pros and cons of each for the business purposes of advertising and marketing researchers. Pupillometer and EEG are useful for quantitative analysis to measure ROI, and Eye tracking and Multiple EEG are useful for qualitative analysis to modify advertising by creative planners. I use data from several experiments with these biosensors, and analyze these data quantitatively and qualitatively."]},{"key":"dc:description.degree","label":"Dc Description Degree","values":["M.B.A."]},{"key":"dc:title","label":"Title","values":["The feasibility study of applied neuroscience for advertising and marketing research"]}]}],"canonical_facts":{"dc:contributor.advisor":["Drazen Prelec."],"dc:contributor.department":["Sloan School of Management."],"dc:contributor.other":["Sloan School of Management."],"dc:creator":["Nakagawa, Takeshi, M.B.A. Massachusetts Institute of Technology"],"dc:date.accessioned":["2011-09-13T17:52:26Z"],"dc:date.available":["2011-09-13T17:52:26Z"],"dc:date.issued":["2011"],"dc:description":["Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2011.","Cataloged from PDF version of thesis.","Includes bibliographical references (p. 130-132)."],"dc:description.abstract":["Recently, various kinds of biosensors have been developed, which can be used by advertising researchers for their research to understand consumer behavior and responses. At the same time, most advertisers have become more sensitive to marketing ROI, so they need to know real audience response to their advertising. I compare several different biosensors, including Pupillometer, Eye tracking system, EEG, and Multiple EEG, and I find the pros and cons of each for the business purposes of advertising and marketing researchers. Pupillometer and EEG are useful for quantitative analysis to measure ROI, and Eye tracking and Multiple EEG are useful for qualitative analysis to modify advertising by creative planners. I use data from several experiments with these biosensors, and analyze these data quantitatively and qualitatively."],"dc:description.degree":["M.B.A."],"dc:identifier.uri":["http://hdl.handle.net/1721.1/65785"],"dc:language.iso":["eng"],"dc:publisher":["Massachusetts Institute of Technology"],"dc:rights":["M.I.T. theses are protected by copyright. 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