Daugherty, Terry; Hoffman, Ernest; Kennedy, Kathleen; … - In: European Journal of Marketing 52 (2018) 1/2, pp. 182-198
Purpose: Herbert Krugman (1971) was among the first marketing scholars to utilize electroencephalography (EEG) to examine advertising. However, nearly five decades have transpired since this innovative research, making it potentially valuable to use a modern-day approach to reproduce a...