Abstract
The aim of this Chapter is to show how it is possible to extract cerebral indexes which are able to describe memorization, attention and pleasantness processes running during the observation of ads. In particular, we show the existing linear correlation between the memorization index and the explicit report of subjects enrolled in the experiment. In addition, we also illustrate that the increase of cerebral variables of interest occurs in short time intervals. This information could be used by marketers in order to insert in this specific time slots the message to promote to people (Vecchiato et al., 2012d).
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© 2013 Springer-Verlag Berlin Heidelberg
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Vecchiato, G., Cherubino, P., Trettel, A., Babiloni, F. (2013). The Added Value for the Evaluation of Marketing Stimuli. 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_8
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DOI: https://doi.org/10.1007/978-3-642-38064-8_8
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-38063-1
Online ISBN: 978-3-642-38064-8
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