Abstract
The most popular brain imaging method adopted in the neuromarketing field is the functional Magnetic Resonance Image (fMRI), a techniques that returns a sequence of images of the cerebral activity by means of the measure of the cerebral blood flow. Although such as images are “static”, i.e. they are related to around ten seconds activity, they have a high spatial resolution that no other neuroimaging method can offer. Nowadays, fMRI scanners are currently used in the neuromarketing field and in literature there exist some scientific studies showing the activation of particular cerebral areas during the tasting of a couple of popular drinks such as Coca-Cola and Pepsi (McClure et al., 2004).
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© 2013 Springer-Verlag Berlin Heidelberg
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Vecchiato, G., Cherubino, P., Trettel, A., Babiloni, F. (2013). The Track of the Electric and the Magnetic Brain Activity. In: Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing. Biosystems & Biorobotics, vol 3. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-38064-8_3
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DOI: https://doi.org/10.1007/978-3-642-38064-8_3
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-38063-1
Online ISBN: 978-3-642-38064-8
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