A psychophysiological measurement of skin moisture (i.e., sweat) that enhances electrical conductance across the skin. EDA can be measured in as a response to either external or internal stimuli and is believed to reflect how physiologically arousing the stimulus is perceived to be.
Published in Chapter:
The Future of Advertising: Influencing and Predicting Response Through Artificial Intelligence, Machine Learning, and Neuroscience
Elissa Moses (Columbia University, USA & BrainGroup Global, USA), Kimberly Rose Clark (Dartmouth College, USA & Bellwether Citizen Response, USA), and Norman J. Jacknis (Columbia University, USA & Intelligent Community Forum, USA)
Copyright: © 2021
|Pages: 16
DOI: 10.4018/978-1-7998-6985-6.ch007
Abstract
This chapter summarizes the role that artificial intelligence and machine learning (AI/ML) are expected to play at every stage of advertising development, assessment, and execution. Together with advances in neuroscience for measuring attention, cognitive processing, emotional response, and memory, AI/ML have advanced to a point where analytics can be used to identify variables that drive more effective advertising and predict enhanced performance. In addition, the cost of computation has declined, making platforms to apply these tools much less expensive and within reach. The authors then offer recommendations for 1) understanding the clients/customers and users of the products and services that will be advertised, 2) aiding creativity in the process of designing advertisements, 3) testing the impact of advertisements, and 4) identifying the optimum placement of advertisements.