It is little investigated how affect (or motivation) influences vigilance-learning process. EEG (Electroencephalography) is used to measure affect and vigilance-learning. Affect is indicated by the difference between left and right prefrontal alpha-band EEG scores, and vigilance-learning is...

EEG responses to a target-scene event are measured in TV-ad exposure. These responses are analyzed to identify the relationship between affect and cognition. At the onset of the target event, total occipital alpha blocking, right occipital hemispheric dominance, left frontal dominance are more...

In marketing, little effort has been made to systematically define trust while numerous empirical studies operationalize it and address its measures in an ad hoc manner. Thus, the construct of trust is implicitly understood to include mixed meanings and feelings. This conceptual study examines...