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Research co-authored by Professors Masakazu Ishihara and Russell Winer is spotlighted

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Excerpt from Harvard Business Review -- "In the multi-stage study, consumers of various ages watched 37 real television ads from six different companies, spanning 15 brands in the lab. The researchers compared commonly used behavioral marketing research methods with a raft of neuromarketing techniques including eye-tracking, which reveals what captures people’s attention, facial emotion coding, which measures people’s ongoing emotional responses in real-time, biometrics such as heart rate, and neural measurements using electroencephalography (EEG) and fMRI. The goal was to see which source of data could most accurately predict the effect of advertising on sales, specifically the percentage change in sales due to a 1% change in advertising effort."

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