The neurophysiological mechanisms underlying brand personality consumer attraction : EEG and GSR evidence
Year of publication: |
2023
|
---|---|
Authors: | Xu, Zhiwei ; Zhang, Miao ; Zhang, Pengfei ; Luo, Jiawen ; Tu, Mengting ; Lai, Yuanhang |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 73.2023, p. 1-12
|
Subject: | Brand personality | Circumplex model of emotion | EEG | GSR | Neuromarketing | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Emotion | Markenführung | Brand management | Persönlichkeitspsychologie | Personality psychology |
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