A Multimodal Biometric Examination of AIDA Model in Video Advertising Processing

Jooyoung Kim, Jiwon Kim (Ph.D. student), Sung-Phil Kim, Minjo Choi, and Seungjie Lee, "A Multimodal Biometric Examination of AIDA Model in Video Advertising Processing," Accepted for presentation at the 2026 American Academy of Advertising Annual Conference, Austin, March 26-29, 2026. Abstract: This study introduces a multimodal biometric approach integrating electroencephalography (EEG) and eye-tracking (ET) to test the AIDA model (Attention, Interest, Desire, Action) and its variants in video advertising. EEG indicators included frontal delta (attention), frontal alpha asymmetry (interest), and frontal beta (desire), while ET measures—inverse saccade velocity, fixations per second, and fixation duration—captured attention and interest. Purchase intention was measured in real time through a button press. Data from participants viewing cosmetic promotional videos showed that EEG supported an alternative model, with interest moderating the link between attention and desire, whereas ET measures aligned with the conventional AIDA structure. A combined model incorporating both modalities offered complementary insights, particularly regarding the role of interest. Findings underscore the value of multimodal biometrics in capturing both cognitive and emotional processes, advancing hierarchy-of-effects research, and enhancing understanding of consumer behavior in dynamic video advertising contexts.