Neuromarketing: Advertisement Experiment

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This experiment asked: “Can we measure the brain activity of consumers watching advertisements?” The project explores correlating brain activity with user experience while viewing ads to predict product success and market-readiness with a new research modality, fNIRS.

  • Researchers: Leanne Hirshfield, Brian Sheehan, Joanne Barretto, Sarah Bratt, Danushka Bandara
  • Funder: Newhouse Endowment

EEG and Presidential Debates

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Project measures EEG activity and GSR of a participant watching the democratic and republican debates. Pilot work was proposed to TEDx Syracuse to engage and seek collaboration with the local neuroscience and political community. Measurement of electrical dermal and brain activity is used to identify cognitive metaphors that characterize conservatives and liberals. 

  • Researchers: Sarah Bratt, Michael Hutchinson
  • Funder: Newhouse Endowment