Understanding the Impact of TV Commercials: Electrical Neuroimaging

In this paper, the applications of electrical neuroimaging, a discipline that uses electroencephalography (EEG) and intensive signal processing for the evaluation of marketing stimuli was illustrated.

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Bibliographic Details
Published in:IEEE pulse 2012-05, Vol.3 (3), p.42-47
Main Authors: Vecchiato, G., Wanzeng Kong, Maglione, A. G., Daming Wei
Format: Magazinearticle
Language:English
Subjects:
Advertisements
Advertising
Advertising as Topic
Behavioral science
Brain Mapping - methods
Brain models
Consumer behavior
Effectiveness
Electroencephalography
Electroencephalography - methods
Emotions - physiology
Humans
Marketing
Marketing and sales
Neuroimaging
Signal processing
Signal Processing, Computer-Assisted
Stimuli
Television
Temporal logic
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Description
Summary:In this paper, the applications of electrical neuroimaging, a discipline that uses electroencephalography (EEG) and intensive signal processing for the evaluation of marketing stimuli was illustrated.
ISSN:2154-2287
2154-2317
DOI:10.1109/MPUL.2012.2189171