Measuring multimedia exposure of users based on psychophysiological measurement

ASLAN OGUZ, EVIN (author), Košir, Andrej (mentor)

The aim of this research was to measure short-term multimedia ad exposure and its impact on the consumer behaviour of young adults (18-24). The current state of the art lacks in providing a reusable instrument in the context of advertis­ing. Additionally, when estimating ad exposure from psychophysiological sensor signals, they miss out on providing a weak ground truth and attempt to indi­rectly predict ad exposure from these signals. We aim to overcome the various shortcomings of traditional methods by providing an instrument for multime­dia ad exposure measurements and to use the proposed instrument as a weak ground truth, while partially estimating user exposure from the psychophysio­logical sensor signals. We also aim to evaluate the contribution of each sensor by the proportion of that sensor's explained variance to the selected multimedia exposure aspect. We conducted an observational crowdsourcing study to develop a scale called the Multimedia Ad Exposure Scale (MMAES) - an instrument de­signed to measure the short-term effects of multimedia ad exposure in terms of engagement, psychological reactance, awareness and attitude, and purchase in­tention. The developed MMAES consists of four subscales with which each user is scored. It has good validity and reliability, and is internally consistent. We used MMAES in another observational study where users are measured with a set of psychophysiological sensors while watching the ads and answered scale questions after watching them. We found that 45 features of certain signals are significantly correlated with the scores of the MMAES subscales, after Bonferroni correction there are 16 such signal features significantly correlated. Basic modelling of the MMAES subscale scores from the sensor signals via ML classification algorithms can distinguish low- and high-scored users at a maximum of 65%. The signif­icance of this study is that it provides an instrument for measuring short-term advertising exposure. It also provides relevant sensors and signals to be used when estimating ad exposure from psychophysiological signals.

• Language: English
• Keywords: multimedia exposure, psychometric instrument, psychophysiological signals, multimedia communication, user behavior, ad exposure
• Work type: Doctoral dissertation
• Organization: FE - Faculty of Electrical Engineering
• Year: 2023
• PID: 20.500.12556/RUL-146947
• COBISS.SI-ID: 156795651
• Publication date in RUL: 16.06.2023

Secondary language

• Language: Slovenian
• Title: Merjenje multimedijske izpostavljenosti uporabnikov na osnovi psihofizioloških meritev

Abstract

Namen raziskave je bil izmeriti kratkoročno izpostavljenost multimedijskim ogla­som in njihov vpliv na potrošniško vedenje mladih odraslih (18-24). Glede na trenutno stanje raziskav, merilni instrument za merjenje kratkoročne multime­dijske izpostavljenosti ni obstajal in prva naloga je bila izdelava takega instru­menta skupaj s pripadajočim konstruktom. Posledično pri ocenjevanju izposta­vljenosti oglasom na podlagi signalov psihofizioloških senzorjev ni bil na voljo merilni instrument za ugotavljanje pravih vrednosti. Druga naloga te raziskave je bila ovrednotenje prispevka psihofizioloških signalov pri merjenje kratkoročne multimedijske izpostavljenosti. Tako merjenje multimedijske izpostavljenosti je manj invazivno in nadležno za uporabnika, s čimer rešujemo eno glavnih težav klasičnega merjenja izpostavljenosti. Izvedli smo opazovalno studijo na podlagi množicanja (angl. crowdsourcing), da bi razvili instrument in lestvico, imeno­vano lestvica izpostavljenosti multimedijskim oglasom (MMAES) - instrument, zasnovan za merjenje kratkoročnih ucinkov izpostavljenosti multimedijskim ogla­som v smislu angažiranosti, psihološke reakcije, zavedanja in odnosa ter namena nakupa. Razviti MMAES je sestavljen iz štirih podlestvic, s katerimi se točkuje vsak uporabnik. Ima dobro veljavnost in zanesljivost ter je dobro notranje skla­den. MMAES smo uporabili v drugi opazovalni študiji, kjer smo uporabnike med gledanjem oglasov merili z naborom psihofizioloških senzorjev in ti so po ogledu odgovarjali na vprašanja lestvice. Ugotovili smo, da je 45 lastnosti določenih si­gnalov značilno koreliranih z rezultati podlestvic MMAES. Osnovno modeliranje multimedijske izpostavljenosti na podlestvic MMAES iz senzorskih signalov prek razvrščevalnih algoritmov lahko razlikuje uporabnike z nizkimi in visokimi oce­nami do največ 65%, po Bonferrronijevem popravku pa 16. Pomen te študije je, da ponuja instrument za merjenje kratkoročne izpostavljenosti oglaševanju. Po­leg tega predlaga tudi ustrezne senzorje in signale, ki so uporabni pri ocenjevanju izpostavljenosti oglasom iz psihofizioloških signalov.

• Keywords: izpostavljenost multimediji, psihometrični instrument, psi­hofiziološki signali, multimedijska komunikacija, obnašanje uporabnikov, izposta­vljenost oglasom