ENGG 390 Reports (MEM Students)

Degree Program

M.E.M

Year of Graduation

2021

Faculty Advisor

Geoff G. Parker

Document Type

Report

Publication Date

Fall 9-13-2020

Abstract

Merchant Mechanics, Inc. is an award-winning consumer research firm specializing in understanding consumer behavior and audience response through the use of applied measures of neuroscience. This ENGG 390 project is an advertising research study to understand effects of a psychological heuristic known as the ‘Peak-end rule’ in video advertisements using real time brain and body-derived responses to understand and predict key performance indices of industry interest (KPIs). The objectives of this project are: 1) To measure the extent to which KPIs effectiveness change with time of exposures, platform, and branding type in video advertisements. 2) To provide insights to managers in terms of attention, emotion, engagement and recall in order to optimize current linear success standards in cross-platform video advertisement measurements.

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Restricted: Campus/Dartmouth Community Only Access

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