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

by Giovanni Vecchiato

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• 21 Currently reading

Published 2013 by Springer Berlin Heidelberg, Imprint: Springer in Berlin, Heidelberg .
Written in English

Subjects:

• Neurosciences,
• Engineering,
• Economics,
• Biomedical engineering,
• Business/Management Science, general

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About the Edition

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 field, known as neuromarketing, various theoretical and practical aspects need to be considered. The book introduces and discusses those aspects in detail, while showing several experiments performed by the authors during their attempts to measure both the cognitive activity and emotional involvement of the test subjects. In these experiments, the authors apply simultaneous EEG, galvanic skin response and heart rate monitoring, and show how significant variations of these variables can be associated with attention to, memorization or enjoyment of the presented stimuli. In particular, this book shows the central role of statistical analysis in recovering significant information on the scalp and cortical areas involved, along with variations of activity in the autonomous nervous system. From an economic and marketing perspective, the aim of this work is to promote a better understanding of how mass consumer advertising of (established) brands affects brain systems. From a neuroscience perspective, the broader goal is to provide a better understanding of both the neural mechanisms underlying the impact of affect and cognition on memory, and the neural correlates of choice and decision-making.

Edition Notes

Statement	by Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni
Series	Biosystems & Biorobotics -- 3
Contributions	Cherubino, Patrizia, Trettel, Arianna, Babiloni, Fabio, SpringerLink (Online service)
Classifications
LC Classifications	R856-857
The Physical Object
Format	[electronic resource] /
Pagination	XVIII, 136 p. 55 illus.
Number of Pages	136
ID Numbers
Open Library	OL27077035M
ISBN 10	9783642380648

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