Darrell Bartholomew, a professor at Penn State Harrisburg wears medical grade equipment that will help businesses understand how potential customers feel about their advertising. Businesses want to get in your mind. They want to see how you perceive their advertising so they know what works when it comes to marketing their products.Penn State has long used tests to measure brain activity to study learning behaviors in its psychology department.
Bartholomew is working on the study with Siddharth Bhatt, assistant professor of marketing in the School of Business Administration at Penn State Harrisburg, Stephen Hampton, assistant professor of marketing in the School of Business Administration at Penn State Harrisburg and Thomas Baker of iMotions.
Bhatt previously worked at Drexel University in Philadelphia where he used similar equipment to conduct consumer neuroscience – consumer behavior and marketing research for the past seven years. There are already ways to measure the success of an ad by looking at social media metrics - the numbers of shares of on Youtube and Facebook - but with technology, researchers and businesses can learn more.
Even something as simple as the direction in which an advertisement’s model is looking can make all the difference. He hopes to work with local companies to provide student-run research projects to find out what people are focused on in an advertising campaign, testing products before they launch and testing the user’s experience of a website.
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