E. (Esther) Eijlers

RSM - Rotterdam School of Management
Erasmus University Rotterdam
ERIM Doctoral Student
Field: Marketing
Affiliated since 2013

Esther Eijlers is a PhD candidate at the department of Marketing Managament. The master in Psychology at the Erasmus University (Brain & Cognition; cum laude) increased her interest in human behaviour and the brain. These topics are now at the center of her ongoing research. In her current project she examines whether neural activity is predictive of advertising success, and studies the role of underlying emotional processes associated with evaluating the advertisements. 

The neural underpinnings of successful advertising

Advertising is an important means for companies to convey to consumers what they
have to offer and thereby bring together supply and demand. Moreover, the
successfulness of an advertisement is an important factor in increasing the sales of
products and services. In the planned studies, we will examine whether neural
activity, as measured in a relatively small group of people using EEG and obtained
during passive viewing of different kinds of advertisements, contributes significantly
to the prediction of successfulness of advertisements in the population at large. Most
importantly, we aim to explain the successfulness in terms of the underlying
emotional processes associated with evaluating the advertisements. This will enable a
more thorough assessment of ad quality and will provide more actionable insights for
improvement of ads.

Keywords
EEG; advertising; emotions; prediction; neuromarketing/ consumer neuroscience
Time frame
2013 -

Address

Visiting address

Office: Mandeville Building T10-07
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands

Supervisory team

Esther Eijlers
Professor of Marketing Research
Promotor
Esther Eijlers
Associate Professor of Marketing Management
Daily supervisor