INVAR Neuromarketing Method and System^*

Arturas KAKLAUSKAS^*, Vytautas BUCINSKAS, Irina VINOGRADOVA, Arune BINKYTE-VELIENE, Ieva UBARTE, Darius SKIRMANTAS, Liuda PETRIC  
Vilnius Gediminas Technical University, Sauletekio al. 11, 10223 Vilnius, Lithuania;
arturas.kaklauskas@vgtu.lt (^*Corresponding author), vytautas.bucinskas@vgtu.lt, irina.vinogradova@vgtu.lt, arune.binkyte-veliene@vgtu.lt,
ieva.ubarte@vgtu.lt, darius.skirmantas@gmail.com, liuda.petric@vgtu.lt

ABSTRACT: In recent years, the focus of marketing methods has been the user rather than advertising. A wide range of customer satisfaction surveys, post-screening answers and reviews are a staple of marketing for that purpose. In search for innovative ways to survey customer satisfaction, new concepts have emerged recently and several biometric methods and systems have been developed. This research integrates Damasio’s Somatic marker hypothesis, statistical analysis, biometric systems, the neuro-questionnaire, multiple criteria analysis methods and intelligent systems. The objective of this research was to develop the INVAR Neuromarketing method and system. The INVAR Neuromarketing method and system can determine: the effectiveness of a video ad and its individual frames; ad frames that make viewers most happy, sad, angry, surprised, scared, disgusted, bored, interested or confused; the effect of a video ad on the short-term and long-term memory; the most positive or negative video ad, etc. This article presents these studies and their results in greater detail.

KEYWORDS: INVAR Neuromarketing method and system, Affective attitudes, Emotional and physiological states, Video ads, Multicriteria analysis, Intelligent systems.

>>FULL TEXT: PDF

CITE THIS PAPER AS:
Arturas KAKLAUSKAS, Vytautas BUCINSKAS, Irina VINOGRADOVA, Arune BINKYTE-VELIENE, Ieva UBARTE, Darius SKIRMANTAS, Liuda PETRIC, INVAR Neuromarketing Method and System, Studies in Informatics and Control, ISSN 1220-1766, vol. 28(3), pp. 357-370, 2019. https://doi.org/10.24846/v28i3y201912

________________________________________________

^* This paper is an extended version of the paper called “Degree of project utility and investment value assessments”, published in the International Journal of Computers Communications & Control, 2016, vol. 11, issue 5, pages: 666–683. DOI: 10.15837/ijccc.2016.5.2679. In the current paper the INVAR Neuromarketing method and system has been designed so that it can determine the following: the effectiveness of a video ad and its individual frames; ad frames that make viewers most happy, sad, angry, surprised, scared, disgusted, bored, interested or confused; the effect of a video ad on the short-term and long-term memory; the most positive or negative video ad, etc