Year of Graduation
Merchant Mechanics, Inc., West Lebanon, NH
Geoff G. Parker
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.
Level of Access
Restricted: Campus/Dartmouth Community Only Access
Dartmouth Digital Commons Citation
Kshirsagar, Omkar, "Evaluation of Duration-weighted Impression Metrics in Video Advertising" (2020). ENGG 390 Reports (MEM Students). 112.
Available to Dartmouth community via local IP address.