Looking beyond traditional measures of advertising impact : using neuroscientific methods to evaluate social marketing messages
Year of publication: |
2019
|
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Authors: | Gountas, John ; Gountas, Sandra ; Ciorciari, Joseph ; Sharma, Piyush |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 105.2019, p. 121-135
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Subject: | Advertising impact | EEG | Electroencephalogram | Focus group | Neuromarketing | Neuroscience | Werbewirkung | Advertising effects | Werbung | Advertising | Social Marketing | Social marketing | Neurowissenschaften | Konsumentenverhalten | Consumer behaviour |
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