Customized ViNeRS Method for Video Neuro-Advertising of Green Housing

• Published in: International journal of environmental research and public health 2020-03, Vol.17 (7), p.2244
• Main Authors: Kaklauskas, Arturas, Zavadskas, Edmundas Kazimieras, Schuller, Bjoern, Lepkova, Natalija, Dzemyda, Gintautas, Sliogeriene, Jurate, Kurasova, Olga
• Format: Article
• Language: English
• Subjects: Advertising; Arousal; Customization; Decision making; Emotional behavior; Emotions; Green buildings; Housing; Multiple criterion; Personal health
• ISSN: 1660-4601; 1661-7827; 1660-4601
• DOI: 10.3390/ijerph17072244

The implementation of advertising for green housing usually involves consideration of individual differences among potential buyers, their desires for residential unit features as well as location impacts on a selected property. Much more rarely, there is consideration of the arousal and valence, affective behavior, emotional, and physiological states of possible buyers of green housing (AVABEPS) while they review the advertising. Yet, no integrated consideration of all these factors has been undertaken to date. The objective of this study was to consider, in an integrated manner, the AVABEPS, individual differences, and location impacts on property and desired residential unit features. During this research, the applications for the above data involved neuromarketing and multicriteria examination of video advertisements for diverse client segments by applying neuro decision tables. All of this can be performed by employing the method for planning and analyzing and by multiple criteria and customized video neuro-advertising green-housing variants (hereafter abbreviated as the ViNeRS Method), which the authors of this article have developed and present herein. The developed ViNeRS Method permits a compilation of as many as millions of alternative advertising variants. During the time of the ViNeRS project, we accumulated more than 350 million depersonalized AVABEPS data. The strong and average correlations determined in this research (over 35,000) and data examination by IBM SPSS tool support demonstrate the need to use AVABEPS in neuromarketing and neuro decision tables. The obtained dependencies constituted the basis for calculating and graphically submitting the ViNeRS circumplex model of affect, which the authors of this article developed. This model is similar to Russell's well-known earlier circumplex model of affect. Real case studies with their related contextual conditions presented in this manuscript show a practical application of the ViNeRS Method.