Looking beyond traditional measures of advertising impact : using neuroscientific methods to evaluate social marketing messages
John Gountas, Sandra Gountas, Joseph Ciorciari, Piyush Sharma
| Year of publication: |
2019
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|---|---|
| Authors: | Gountas, John ; Gountas, Sandra ; Ciorciari, Joseph ; Sharma, Piyush |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 105.2019, p. 121-135
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| Subject: | Advertising impact | EEG | Electroencephalogram | Focus group | Neuromarketing | Neuroscience | Werbung | Advertising | Werbewirkung | Advertising effects | Social Marketing | Social marketing | Neurowissenschaften | Konsumentenverhalten | Consumer behaviour | Marktforschung | Market research | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.07.011 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012128491