Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing
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...
| Main Authors: | , , , |
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| Corporate Author: | |
| Format: | Electronic |
| Language: | English |
| Published: |
Berlin, Heidelberg :
Springer Berlin Heidelberg : Imprint: Springer,
2013.
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| Series: | Biosystems & Biorobotics,
3 |
| Subjects: | |
| Online Access: | https://ezaccess.library.uitm.edu.my/login?url=http://dx.doi.org/10.1007/978-3-642-38064-8 |