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Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements

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  • Wajid, Anees
  • Raziq, Muhammad Mustafa
  • Ahmed, Qazi Mohammed
  • Ahmad, Mansoor

Abstract

Marketing research mainly uses self-reported method to record respondents' perceptions of creativity, and while self-reported method has its own merits, there exists some critique, particularly in terms of its ability to adequately capture the influence of message appeal on creativity. This paper studies how viewers’ responses to message appeals in social media advertisement compare in terms of self-reported responses versus responses taken through a neurophysiological method of Electroencephalograph (EEG).

Suggested Citation

  • Wajid, Anees & Raziq, Muhammad Mustafa & Ahmed, Qazi Mohammed & Ahmad, Mansoor, 2021. "Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920313813
    DOI: 10.1016/j.jretconser.2020.102373
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