Advertising, brand and neuromarketing or how consumer brain works
The present paper explores the relationship between the explicit (consumer’s preference) and implicit (EEG measurement) consumers’ responses and the important role of the reward-system. In particular we analyzed the impact of reward mechanisms to support cognitive and emotive processes in evaluating...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
LED Edizioni Universitarie
2014-11-01
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| Series: | Neuropsychological Trends |
| Subjects: | |
| Online Access: | http://www.ledonline.it/NeuropsychologicalTrends/allegati/NeuropsychologicalTrends_16_Balconi.pdf |