footer-social-menu

Sign Up for Emails

CONNECT WITH GALE

Stay up-to-date with the latest Gale news, exclusive offers, and more.

facebook

linkedin

instagram

youtube

SOCIAL ICONS

secondary-storefront-menu

header-component

mega-menu

secondary-account-menu

footer

header

products

secondary-primary-menu

About Us

Blogs

Press Center

Events

News

Careers

Our Company

Request a Trial

Marketing materials, training documents, discovery services

cengage:card

FIND YOUR SALES REPRESENTATIVE

cengage:column

Get marketing materials, training documents, discovery services.

PRODUCT SUPPORT

CUSTOMER SUPPORT

Report technical issues, errors, check system status

TECHNICAL SUPPORT

Manage product preferences, generate usage reports, simplify administrative tasks.

ADMIN TOOLS

support

cengage:galethorndikeseo

footer-menu-component

%1 products have been added to your cart but %2 have been backordered and will be fulfilled when stock is available

Product on backorder

Current quantity limit is [maxProductQuantity], please, navigate to the cart page and change quantity of product

You will be able to resubmit promo in ${countdown} seconds. test

Please note that the taxes displayed on our website are estimated and subject to adjustment. The actual tax charges will be determined and settled during the final invoicing of your order

product-detail-component

footer-social-menu-component

container

Profile

Orders

Wish List

Fast Order Entry

My Account

gale-footer

Account Information

bundle-connector

zone2

FIND YOUR REP

support-order-2

International

North America

China

Japan

Latin America

Brazil

Region

Set your region:

Browse by Institution Type

Browse by Product Type

Products

Support

footer-legal-menu

Terms of use

Privacy

zone1

config

single-column

zone3

footer-menu

Academic Institutions

K-12

Public Libraries

Government and Special Libraries

Statewide Programs

Institutions

Databases

Primary Sources

Digital Humanities Tools

eLearning

Schools/K-12 Curriculum

Books

Large Print Books by Thorndike Press

Find Your Rep

Product Support

Technical Support

Customer Support

Admin Tools

Accessibility Policy

Partnerships

Contact Us

You may already have access to Gale content through your institution.

STUDENTS AND RESEARCHERS

support-order-1

footer-legal-menu-component

Would you like to go to the Gale {{RECOMMENDED_COUNTRY}} site instead?

It looks like you're visiting from {{DETECTED_COUNTRY}}.

main

Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing

BB: NRLCTRCL BRN IMGNG TOOLS STUDY EFFICACY TV ADVRTSNG

Medical Science & Research

Health, Medicine & Nursing

Gt Product Group

Binding Format

Marketing Imprint Name

B2B GT

CL Carton Count

Imprint Name

B2B & B2C

In this book the authors describe their original research on the potential of both standard and high-resolution electroencephalography (EEG) for analyzing brain activity in response to TV advertising. When engineering techniques, neuroscience concepts and marketing stimuli converge in one research field, known as neuromarketing, various theoretical and practical aspects need to be considered. The book introduces and discusses those aspects in detail, while showing several experiments performed by the authors during their attempts to measure both the cognitive activity and emotional involvement of the test subjects. In these experiments, the authors apply simultaneous EEG, galvanic skin response and heart rate monitoring, and show how significant variations of these variables can be associated with attention to, memorization or enjoyment of the presented stimuli. In particular, this book shows the central role of statistical analysis in recovering significant information on the scalp and cortical areas involved, along with variations of activity in the autonomous nervous system. From an economic and marketing perspective, the aim of this work is to promote a better understanding of how mass consumer advertising of (established) brands affects brain systems. From a neuroscience perspective, the broader goal is to provide a better understanding of both the neural mechanisms underlying the impact of affect and cognition on memory, and the neural correlates of choice and decision-making. => Please download the extra material for this book http://extras.springer.com 

Post Secondary Four Year

College Freshman

College Junior

College Sophomore

College Senior

Duration

Duration Unit Of Measure

Transaction Type

Front Cover.
Other Frontmatter: Part 1.
Title Page.
Copyright Page.
Other Frontmatter: Part 2.
Frontispiece.
Foreword.
Contents.
1: How Marketing Meets Neuroscience.
2: Methodology of a Typical &#x201C;Neuromarketing&#x201D; Experiment.
3: The Track of the Electric and the Magnetic Brain Activity.
4: Cortical Correlates of Cognitive and Emotional Processes.
5: Cerebral Indexes of the Experienced Pleasantness.
6: Patterns of Cortical Activity Related to Public Service Announcements and Commercial Advertisements.
7: Cultural Similarities and Differences in Advertising between Western and Eastern Consumers.
8: The Added Value for the Evaluation of Marketing Stimuli.
9: Application to Real Cases.
10: The Next Frontier in Neuroimaging Methodologies: Assessing the Functional Connections between Cortical Areas.
References.

Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing.css-1p8rvzy{position:absolute;padding-left:8px;}

Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing