E. (Esther) Eijlers MSc
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.
PhD Track 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.
- EEG; advertising; emotions; prediction; neuromarketing/ consumer neuroscience
- Time frame
- 2013 -
Work in Progress
- E. Eijlers, A. Smidts & M.A.S. Boksem (2019). Implicit measurement of emotional experience and its dynamics. PLoS One (online) .
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