In this book the authors describe their original research on the
potential of both standard and high-resolution
electroencephalography (EEG) for analyzing brain activity in
response to TV advertising. When engineering techniques,
neuroscience concepts and marketing stimuli converge in one
research field, known as neuromarketing, various theoretical and
practical aspects need to be considered. The book introduces and
discusses those aspects in detail, while showing several
experiments performed by the authors during their attempts to
measure both the cognitive activity and emotional involvement of
the test subjects. In these experiments, the authors apply
simultaneous EEG, galvanic skin response and heart rate monitoring,
and show how significant variations of these variables can be
associated with attention to, memorization or enjoyment of the
presented stimuli. In particular, this book shows the central role
of statistical analysis in recovering significant information on
the scalp and cortical areas involved, along with variations of
activity in the autonomous nervous system. From an economic and
marketing perspective, the aim of this work is to promote a better
understanding of how mass consumer advertising of (established)
brands affects brain systems. From a neuroscience perspective, the
broader goal is to provide a better understanding of both the
neural mechanisms underlying the impact of affect and cognition on
memory, and the neural correlates of choice and
decision-making.
=> Please download the extra material for this book http:
//extras.springer.com
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