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

• Main Authors: Vecchiato, Giovanni (Author), Cherubino, Patrizia (Author), Trettel, Arianna (Author), Babiloni, Fabio (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2013.
• Series: Biosystems & Biorobotics, 3
• Subjects: 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...