The heart, brain, and body of marketing : complementary roles of neurophysiological measures in tracking emotions, memory, and ad effectiveness
Year of publication: |
2022
|
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Authors: | Baldo, Davide ; Viswanathan, Vaidyanathan S. ; Timpone, Richard J. ; Venkatraman, Vinod |
Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 39.2022, 10, p. 1979-1991
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Subject: | arousal | brand recognition | consumer neuroscience | emotional valence | neuromarketing | neurophysiological methods | purchase intent | Emotion | Konsumentenverhalten | Consumer behaviour | Neurowissenschaften | Neuroscience | Neuromarketing |
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