Neuroelectrical brain imaging tools for the study of the efficacy of TV advertising stimuli and their application to neuromarketing / Giovanni Vecchiato [and others]
How Marketing Meets Neuroscience -- Methodology of a Typical "Neuromarketing" Experiment -- The Track of the Electric and the Magnetic Brain Activity -- Cortical Correlates of Cognitive and Emotional Processes -- Cerebral Indexes of the Experienced Pleasantness -- Patterns of Cortical Activity Related to Public Service Announcements and Commercial Advertisements -- Cultural Similarities and Differences in Advertising between Western and Eastern Consumers -- The Added Value for the Evaluation of Marketing Stimuli -- Application to Real Cases -- The Next Frontier in Neuroimaging Methodologies: Assessing the Functional Connections between Cortical Areas
Summary
In this book the authors describe their original research on the potential of both standard and high-resolution electroencephalography (EEG) for analyzing brain activity in response to TV advertising