A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults

Volume: 28, Issue: 2, Pages: 171 - 185
Published: Jan 12, 2021
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
Volume
28
Issue
2
Pages
171 - 185
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