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E-book

Title Neuroelectrical brain imaging tools for the study of the efficacy of TV advertising stimuli and their application to neuromarketing / Giovanni Vecchiato [and others]
Published Berlin ; New York : Springer, ©2013

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Description 1 online resource
Series Biosystems & biorobotics, 2195-3562 ; v. 3
Biosystems & biorobotics ; v. 3.
Contents 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
Analysis Engineering
Neurosciences
Biomedical engineering
Economics
biomedische techniek
neurowetenschap
neuroscience
bedrijfswetenschap
management science
Engineering (General)
Techniek (algemeen)
Bibliography Includes bibliographical references
Notes English
Subject Neuromarketing.
Brain -- Imaging
Economics -- Psychological aspects.
BUSINESS & ECONOMICS -- Marketing -- Research.
Ingénierie.
Brain -- Imaging
Economics -- Psychological aspects
Neuromarketing
Form Electronic book
Author Vecchiato, Giovanni
ISBN 9783642380648
3642380646