Social Consumer Neuroscience: Neurophysiological Measures of Advertising Effectiveness in a Social Context
Abstract
The application of neurophysiological methods to study the effects of advertising on consumer purchase behavior has seen an enormous growth in recent years. However, little is known about the role social settings have on shaping the human brain during the processing of advertising stimuli. To address this issue, we first review previous key findings of neuroscience research on advertising effectiveness. Next, we discuss traditional advertising...
Paper Details
Title
Social Consumer Neuroscience: Neurophysiological Measures of Advertising Effectiveness in a Social Context
Published Date
Jul 3, 2017
Journal
Volume
46
Issue
3
Pages
351 - 362
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