Video neuro-advertising method for housing

Abstract

The objective of this research was the development of the Video Neuroadvertising (hereafter, VINERS) Method for Housing by integrating the multimodal biometric, neuromarketing, affective computing and multiple criteria analysis methods. The goal for the Biometric Method part was to measure and record human biometric, emotional signals (from the face, eyes, heart rate, respiration rate, etc.). The neuromarketing method is also integrated into the study with an aim to examine the affective and cognitive reactions of buyers to marketing incentives and to forecast customer actions by applying biometric technologies. The aim of the affective computing method part was to understand the emotional state of buyers and to tailor its action to the neuromarketing process by providing the most rational reaction to those emotions. The research also incorporated the multiple criteria planning of variants and the multiple criteria analysis methods into one entity. The application of these makes it possible to generate numerous alternative neuromarketing variants in an automatic fashion and to select the most effective ones. The VINERS Method for Housing can additionally assist in determining the Net emotional investment value of a project under deliberation and provide digital recommendations for improving projects. The VINERS Method for Housing was developed during the course of the research. A case study appears at the end of this article in an endeavor to demonstrate the opportunities provided by this method in practice.