Measuring Neural Arousal for Advertisements and Its Relationship With Advertising Success
Abundant research has established the important role of ad-evoked feelings on consumers’ reaction to advertising. However, measurement of feelings through explicit self-report is not without its limitations. The current study adds to previous work by showing a sophisticated way of first estimating h...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2020-07-01
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| Series: | Frontiers in Neuroscience |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/article/10.3389/fnins.2020.00736/full |