Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing

• Κύριοι συγγραφείς: Vecchiato, Giovanni (Συγγραφέας), Cherubino, Patrizia (Συγγραφέας), Trettel, Arianna (Συγγραφέας), Babiloni, Fabio (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2013.
• Σειρά: Biosystems & Biorobotics, 3
• Θέματα: Engineering.; Business.; Management science.; Neurosciences.; Biomedical engineering.; Biomedical Engineering.; Business and Management, general.

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. When engineering techniques, neuroscience concepts and marketing stimuli converge in one research f...

Πίνακας περιεχομένων:

• How Marketing meets Neuroscience
• Neuronal responses to TV commercials
• Neuromarketing and society
• Why use neuroelectrical brain imaging for marketing?.