Prof. Byungho Park presented his paper at the Global Marketing Confere..2014-08-05Hit:5033
KAIST announced that Professor Byungho Park attended the 2014 Global Marketing Conference (GMC) held in Singapore and presented his paper on Thursday. The paper examines ‘Eye Squared’, one of the information-quantity measures developed in past years, as well as his research on how customers show biological responses to ‘Eye-Squared’ applied advertisements.
Prof. Park showed thirty TV commercials, sorted by information quantity and arousal level, to participants. As a result, participants’ heartbeats became slower as information contents increased, showing that cognitive efforts continued to process increased information. However, the amount of information participants could remember decreased when the information quantity was very high despite participants’ keen attention on the commercials. This paper is the first research that examines biological response by the neuro-marketing research method.
His research prepared an opportunity to commercialize information quantity measurement techniques, applicable for various media including advertisements and educational contents. Prof. Park said that “The paper scientifically explains the paradoxical phenomena that customers do not remember information of ads with ad-makers’ success in achieving customers’ attention using fancy techniques.”