Customized ViNeRS Method for Video Neuro-Advertising of Green Housing
Arturas Kaklauskas1, Edmundas Kazimieras Zavadskas1, Bjoern Schuller2
1Department of Construction Management and Real Estate, Faculty of Civil Engineering, Vilnius Gediminas Technical University, Sauletekio av. 11, LT-10223 Vilnius, Lithuania.
Summary
This study introduces the ViNeRS Method, integrating buyer emotions (AVABEPS) and individual differences for green housing advertising. It demonstrates how this approach enhances neuromarketing strategies for customized advertising.
Area of Science:
- Neuromarketing and Consumer Behavior
- Environmental Psychology
- Marketing Science
Background:
- Green housing advertising often overlooks buyer emotions and physiological states (AVABEPS).
- Existing advertising strategies rarely integrate individual differences, location impacts, and buyer affective states.
- A comprehensive approach is needed to understand buyer responses to green housing advertisements.
Purpose of the Study:
- To develop and present an integrated method (ViNeRS Method) for analyzing green housing advertisements.
- To incorporate arousal and valence, affective behavior, emotional, and physiological states (AVABEPS) alongside individual differences and location impacts.
- To create customized video neuro-advertising variants for diverse client segments.
Main Methods:
- Development of the ViNeRS Method for planning and analyzing customized video neuro-advertising.
- Application of neuromarketing and multicriteria examination using neuro decision tables.
- Accumulation and analysis of over 350 million depersonalized AVABEPS data, supported by IBM SPSS.
Main Results:
- Demonstrated strong and average correlations (over 35,000) between AVABEPS and advertising effectiveness.
- Established the necessity of incorporating AVABEPS into neuromarketing and neuro decision tables.
- Developed the ViNeRS circumplex model of affect, analogous to Russell's model.
Conclusions:
- The ViNeRS Method offers a novel approach to creating millions of tailored green housing advertisements.
- Integrating AVABEPS significantly enhances the understanding of buyer responses in neuromarketing.
- Real case studies confirm the practical applicability and effectiveness of the ViNeRS Method.
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