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

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.

Presents state-of-the art theory and practice for the analysis of human brain signals in response to TV advertising Provides new insights into the neural basis of brain responses to TV commercials Offers a practical guide to the use of high resolution EEG technologies in neuromarketing research

Inhalt
How Marketing meets Neuroscience.- Neuronal responses to TV commercials.- Neuromarketing and society.- Why use neuroelectrical brain imaging for marketing?.