How Moment-to-Moment EEG Measures Enhance Ad Effectiveness Evaluation
Abstract
Existing literature compares neuromarketing and traditional methods, making the questionable assumption that these are monolithic measurement alternatives all serving the same, predictive purpose. This study examines and empirically challenges this notion by relying on a neuroscientific perspective and a robust empirical study to examine the correspondence of expanded sets of diverse electroencephalogram (EEG) and survey advertising indicators....
Paper Details
Title
How Moment-to-Moment EEG Measures Enhance Ad Effectiveness Evaluation
Published Date
Sep 27, 2021
Volume
61
Issue
4
Pages
365 - 381
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