IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v17y2020i7p2244-d337586.html
   My bibliography  Save this article

Customized ViNeRS Method for Video Neuro-Advertising of Green Housing

Author

Listed:
  • Arturas Kaklauskas

    (Department of Construction Management and Real Estate, Faculty of Civil Engineering, Vilnius Gediminas Technical University, Sauletekio av. 11, LT-10223 Vilnius, Lithuania)

  • Edmundas Kazimieras Zavadskas

    (Department of Construction Management and Real Estate, Faculty of Civil Engineering, Vilnius Gediminas Technical University, Sauletekio av. 11, LT-10223 Vilnius, Lithuania)

  • Bjoern Schuller

    (Department of Computing, Faculty of Engineering, Imperial College London, South Kensington Campus, London SW7 2BU, UK)

  • Natalija Lepkova

    (Department of Construction Management and Real Estate, Faculty of Civil Engineering, Vilnius Gediminas Technical University, Sauletekio av. 11, LT-10223 Vilnius, Lithuania)

  • Gintautas Dzemyda

    (Cognitive Computing Group, Institute of Data Science and Digital Technologies, Vilnius University, Universiteto st. 3, LT-01513 Vilnius, Lithuania)

  • Jurate Sliogeriene

    (Department of Construction Management and Real Estate, Faculty of Civil Engineering, Vilnius Gediminas Technical University, Sauletekio av. 11, LT-10223 Vilnius, Lithuania)

  • Olga Kurasova

    (Cognitive Computing Group, Institute of Data Science and Digital Technologies, Vilnius University, Universiteto st. 3, LT-01513 Vilnius, Lithuania)

Abstract

The implementation of advertising for green housing usually involves consideration of individual differences among potential buyers, their desires for residential unit features as well as location impacts on a selected property. Much more rarely, there is consideration of the arousal and valence, affective behavior, emotional, and physiological states of possible buyers of green housing (AVABEPS) while they review the advertising. Yet, no integrated consideration of all these factors has been undertaken to date. The objective of this study was to consider, in an integrated manner, the AVABEPS, individual differences, and location impacts on property and desired residential unit features. During this research, the applications for the above data involved neuromarketing and multicriteria examination of video advertisements for diverse client segments by applying neuro decision tables. All of this can be performed by employing the method for planning and analyzing and by multiple criteria and customized video neuro-advertising green-housing variants (hereafter abbreviated as the ViNeRS Method), which the authors of this article have developed and present herein. The developed ViNeRS Method permits a compilation of as many as millions of alternative advertising variants. During the time of the ViNeRS project, we accumulated more than 350 million depersonalized AVABEPS data. The strong and average correlations determined in this research (over 35,000) and data examination by IBM SPSS tool support demonstrate the need to use AVABEPS in neuromarketing and neuro decision tables. The obtained dependencies constituted the basis for calculating and graphically submitting the ViNeRS circumplex model of affect, which the authors of this article developed. This model is similar to Russell’s well-known earlier circumplex model of affect. Real case studies with their related contextual conditions presented in this manuscript show a practical application of the ViNeRS Method.

Suggested Citation

  • Arturas Kaklauskas & Edmundas Kazimieras Zavadskas & Bjoern Schuller & Natalija Lepkova & Gintautas Dzemyda & Jurate Sliogeriene & Olga Kurasova, 2020. "Customized ViNeRS Method for Video Neuro-Advertising of Green Housing," IJERPH, MDPI, vol. 17(7), pages 1-28, March.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:7:p:2244-:d:337586
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/17/7/2244/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/17/7/2244/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Joyce Smith Cooper & James A. Fava, 2006. "Life‐Cycle Assessment Practitioner Survey: Summary of Results," Journal of Industrial Ecology, Yale University, vol. 10(4), pages 12-14, October.
    2. Kaklauskas, A. & Zavadskas, E.K. & Banaitis, A. & Meidute-Kavaliauskiene, I. & Liberman, A. & Dzitac, S. & Ubarte, I. & Binkyte, A. & Cerkauskas, J. & Kuzminske, A. & Naumcik, A., 2018. "A neuro-advertising property video recommendation system," Technological Forecasting and Social Change, Elsevier, vol. 131(C), pages 78-93.
    3. Hosany, Sameer & Prayag, Girish, 2013. "Patterns of tourists' emotional responses, satisfaction, and intention to recommend," Journal of Business Research, Elsevier, vol. 66(6), pages 730-737.
    4. Fuentes, Christian, 2015. "How green marketing works: Practices, materialities, and images," Scandinavian Journal of Management, Elsevier, vol. 31(2), pages 192-205.
    5. Gintautas Dzemyda & Olga Kurasova & Julius Žilinskas, 2013. "Applications of Visualization," Springer Optimization and Its Applications, in: Multidimensional Data Visualization, edition 127, chapter 0, pages 179-226, Springer.
    6. Gintautas Dzemyda & Olga Kurasova & Julius Žilinskas, 2013. "Multidimensional Data Visualization," Springer Optimization and Its Applications, Springer, edition 127, number 978-1-4419-0236-8, September.
    7. Jones, Michael A. & Reynolds, Kristy E. & Arnold, Mark J., 2006. "Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes," Journal of Business Research, Elsevier, vol. 59(9), pages 974-981, September.
    8. Jamal, Ahmad & Sharifuddin, Juwaidah, 2015. "Perceived value and perceived usefulness of halal labeling: The role of religion and culture," Journal of Business Research, Elsevier, vol. 68(5), pages 933-941.
    9. Papadas, Karolos-Konstantinos & Avlonitis, George J. & Carrigan, Marylyn, 2017. "Green marketing orientation: Conceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 80(C), pages 236-246.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Skackauskiene Ilona & Vilkaite-Vaitone Neringa, 2019. "Methodological Perspective of Evaluation of Green Marketing Performance," Economics and Business, Sciendo, vol. 33(1), pages 183-191, January.
    2. Chun-Yi Ho & Bi-Huei Tsai & Chiao-Shan Chen & Ming-Tsang Lu, 2021. "Exploring Green Marketing Orientations toward Sustainability the Hospitality Industry in the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(8), pages 1-18, April.
    3. Danutė Krapavickaitė, 2022. "Coherence Coefficient for Official Statistics," Mathematics, MDPI, vol. 10(7), pages 1-20, April.
    4. Dzemyda, Gintautas & Sabaliauskas, Martynas, 2021. "Geometric multidimensional scaling: A new approach for data dimensionality reduction," Applied Mathematics and Computation, Elsevier, vol. 409(C).
    5. Husna Ara & Jasmine Yeap Ai Leen & Siti Hasnah Hassan, 2019. "GMS for Sustainability Performance in the Apparel Manufacturing Industry: A Conceptual Framework," Vision, , vol. 23(2), pages 170-179, June.
    6. Zhang, Wenyao & Zhang, Wei & Daim, Tugrul U., 2023. "Investigating consumer purchase intention in online social media marketing: A case study of Tiktok," Technology in Society, Elsevier, vol. 74(C).
    7. Arturas Kaklauskas & Gintautas Dzemyda & Laura Tupenaite & Ihar Voitau & Olga Kurasova & Jurga Naimaviciene & Yauheni Rassokha & Loreta Kanapeckiene, 2018. "Artificial Neural Network-Based Decision Support System for Development of an Energy-Efficient Built Environment," Energies, MDPI, vol. 11(8), pages 1-20, August.
    8. Jurgita Markevičiūtė & Jolita Bernatavičienė & Rūta Levulienė & Viktor Medvedev & Povilas Treigys & Julius Venskus, 2022. "Impact of COVID-19-Related Lockdown Measures on Economic and Social Outcomes in Lithuania," Mathematics, MDPI, vol. 10(15), pages 1-20, August.
    9. Rychalski, Aude & Hudson, Sarah, 2017. "Asymmetric effects of customer emotions on satisfaction and loyalty in a utilitarian service context," Journal of Business Research, Elsevier, vol. 71(C), pages 84-91.
    10. Arturas Kaklauskas & Ieva Ubarte & Darius Kalibatas & Irene Lill & Anastasiia Velykorusova & Pavelas Volginas & Irina Vinogradova & Virgis Milevicius & Ingrida Vetloviene & Raimondas Grubliauskas & Ra, 2019. "A Multisensory, Green, and Energy Efficient Housing Neuromarketing Method," Energies, MDPI, vol. 12(20), pages 1-30, October.
    11. Se Ran Yoo & Suk Won Lee & Hyeon Mo Jeon, 2020. "The Role of Customer Experience, Food Healthiness, and Value for Revisit Intention in GROCERANT," Sustainability, MDPI, vol. 12(6), pages 1-14, March.
    12. Fuentes, Christian & Bäckström, Kristina & Svingstedt, Anette, 2017. "Smartphones and the reconfiguration of retailscapes: Stores, shopping, and digitalization," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 270-278.
    13. Marcello Risitano & Rosaria Romano & Vincenzo Rusciano & Gennaro Civero & Debora Scarpato, 2022. "The impact of sustainability on marketing strategy and business performance: The case of Italian fisheries," Business Strategy and the Environment, Wiley Blackwell, vol. 31(4), pages 1538-1551, May.
    14. Ahrholdt, Dennis C. & Gudergan, Siegfried P. & Ringle, Christian M., 2019. "Enhancing loyalty: When improving consumer satisfaction and delight matters," Journal of Business Research, Elsevier, vol. 94(C), pages 18-27.
    15. Cheung, Millissa F.Y. & To, W.M., 2019. "An extended model of value-attitude-behavior to explain Chinese consumers’ green purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 145-153.
    16. Lo, Ada & Qu, Hailin, 2015. "A theoretical model of the impact of a bundle of determinants on tourists’ visiting and shopping intentions: A case of mainland Chinese tourists," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 231-243.
    17. Davis, Lizhu & Hodges, Nancy, 2012. "Consumer shopping value: An investigation of shopping trip value, in-store shopping value and retail format," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 229-239.
    18. Hye Jung Jung & Yun Jung Choi & Kyung Wha Oh, 2020. "Influencing Factors of Chinese Consumers’ Purchase Intention to Sustainable Apparel Products: Exploring Consumer “Attitude–Behavioral Intention” Gap," Sustainability, MDPI, vol. 12(5), pages 1-14, February.
    19. Mohammad Hussain, 2017. "The Determinants of Repeat Purchase Intention for Luxury Brands among Generation Y Consumers in Malaysia," Asian Social Science, Canadian Center of Science and Education, vol. 13(9), pages 125-125, September.
    20. Ainsworth, Jeremy & Foster, Jamye, 2017. "Comfort in brick and mortar shopping experiences: Examining antecedents and consequences of comfortable retail experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 27-35.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:17:y:2020:i:7:p:2244-:d:337586. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.