The heart, brain, and body of marketing : complementary roles of neurophysiological measures in tracking emotions, memory, and ad effectiveness
Davide Baldo, Vaidyanathan S. Viswanathan, Richard J. Timpone, Vinod Venkatraman
| Year of publication: |
2022
|
|---|---|
| Authors: | Baldo, Davide ; Viswanathan, Vaidyanathan S. ; Timpone, Richard J. ; Venkatraman, Vinod |
| Subject: | arousal | brand recognition | consumer neuroscience | emotional valence | neuromarketing | neurophysiological methods | purchase intent | Emotion | Konsumentenverhalten | Consumer behaviour | Neurowissenschaften | Neuroscience | Neuromarketing |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.21697 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013465135