Volume 3 2013

Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing

ISBN: 978-3-642-38063-1 (Print) 978-3-642-38064-8 (Online)

Table of contents (10 chapters)

  1. Front Matter

    Pages 1-16

  2. No Access

    Book Chapter

    Pages 1-7

    How Marketing Meets Neuroscience

  3. No Access

    Book Chapter

    Pages 9-31

    Methodology of a Typical “Neuromarketing” Experiment

  4. No Access

    Book Chapter

    Pages 33-44

    The Track of the Electric and the Magnetic Brain Activity

  5. No Access

    Book Chapter

    Pages 45-62

    Cortical Correlates of Cognitive and Emotional Processes

  6. No Access

    Book Chapter

    Pages 63-67

    Cerebral Indexes of the Experienced Pleasantness

  7. No Access

    Book Chapter

    Pages 69-74

    Patterns of Cortical Activity Related to Public Service Announcements and Commercial Advertisements

  8. No Access

    Book Chapter

    Pages 75-84

    Cultural Similarities and Differences in Advertising between Western and Eastern Consumers

  9. No Access

    Book Chapter

    Pages 85-88

    The Added Value for the Evaluation of Marketing Stimuli

  10. No Access

    Book Chapter

    Pages 89-112

    Application to Real Cases

  11. No Access

    Book Chapter

    Pages 113-125

    The Next Frontier in Neuroimaging Methodologies: Assessing the Functional Connections between Cortical Areas

  12. Back Matter

    Pages 127-136