A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults
Abstract
Until now, neuromarketing studies have usually been aimed at assessing the predictive value of psychophysiological measures gathered while watching a marketing message related to a particular product. This study is the first attempt to verify the possibility of predicting familiar and unfamiliar brand purchases based on psychophysiological reactions to a retailer television advertisement measured by EEG, EDA and eye-tracking. The number of...
Paper Details
Title
A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults
Published Date
Jan 12, 2021
Journal
Volume
28
Issue
2
Pages
171 - 185
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