ARTICLES

MediaScience is the leading provider of lab-based media and advertising research, incorporating a range of neuro-measures including biometrics, facial expression analysis, eye tracking, EEG, and more. With state-of-the-art labs in New York, Chicago, and Austin,...

Parry–Romberg syndrome is a rare disorder of unknown etiology that involves slowly progressive but self-limited wasting of subcutaneous tissues on one side of the face, usually in the distribution of a branch of the trigeminal nerve. In an internet survey of 205 people on the mailing list of the ‘Romberg’s Connection’ site, 52% reported suffering from migraine and 46% from facial pain, almost always affecting the same side as the atrophy.

MediaScience is the leading provider of lab-based media and advertising research, incorporating a range of neuro-measures including biometrics, facial expression analysis, eye tracking, EEG, and more. With state-of-the-art labs in New York, Chicago, and Austin,...

This study demonstrates the usefulness of testing for differences in the drivers of loyalty for customers with short-versus long-term relational orientation. The management implications are the usefulness of adopting a portfolio approach to managing financial services customers by (1) segmenting customers into high and low BRO groups and (2) implementing different marketing approaches for these two segments.

Interactive narratives have long been advocated as having the potential to create more immersive and transformative experiences for audiences by adding the pleasure of agency. In practice, however, finding the balance between sufficient interactivity for agency and narrative structure has been difficult.

Increasingly, television content is available to viewers across 3 different screen types: TVs, personal computers (PCs), and portable devices such as mobile phones and iPods. The purpose of this study was to see what effect physical and apparent screen size has upon ad effectiveness. Using a sample of 320 members of the Australian public, we found that TV ads can be just as effective on PCs and iPods.

This study reports the results of a laboratory experiment that compared the effects of partial exposure associated with six major avoidance modes, including DVR (digital video recorder) ad skipping, against each other and against full-attention exposures as controls. The most common form of avoidance, ignoring advertisements (cognitive avoidance), has effects equal to fast-forwarding.

A key task for advertising media planners is setting a frequency goal for a campaign. This study used a controlled experiment to identify the minimum effective frequency (MEF) for TV ads offering interactive response, as opposed to direct response by phone call. Participants (N=273) were exposed to ads one, three or five times. A control cell saw normal TV ads, while an interactive TV (iTV) cell saw the same ads with interactive response banners superimposed.

MediaScience is the leading provider of lab-based media and advertising research, incorporating a range of neuro-measures including biometrics, facial expression analysis, eye tracking, EEG, and more. With state-of-the-art labs in New York, Chicago, and Austin,...

This study used a sample of the general public in Australia to test whether program-related interactive banners superimposed over commercials during programming breaks would reduce channel changing.