Neuroscience technologies in marketing : a study of gender and TV advertisements using electroencephalography
Tomás Uva and Carlos Lucas de Freitas (Centro de Estudos de Gestão CEG-IST, Instituto Superior Tecnico, Universidade de Lisboa, Lisbon, Portugal), Teresa Paiva (Centro de Electroencefalografia e Neurofisiologia Clínica CENC, Lisbon, Portugal)
| Year of publication: |
2015
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|---|---|
| Authors: | Uva, Tomás ; Freitas, Carlos Lucas de ; Paiva, Teresa |
| Published in: |
International journal of technology marketing : IJTMkt. - Olney, Bucks : Inderscience Enterprises, ISSN 1741-878X, ZDB-ID 2193394-7. - Vol. 10.2015, 4, p. 362-380
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| Subject: | neuromarketing | neuroscience | electroencephalography | EEG | gender differences | advertisements | oddball paradigm | sLORETA | event related potentials | frequency analysis | brain maps | innovation | technology | Neurowissenschaften | Neuroscience | Geschlecht | Gender | Werbung | Advertising | Neuromarketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011478457