Implicit IAT Measures and Neurophysiological fNIRS Markers in Response to High-Engagement Advertising
Self-report measures partially explain consumers’ purchasing choices, which are inextricably linked to cognitive, affective processes and implicit drives. These aspects, which occur outside of awareness and tacitly affect the way consumers make decisions, could be explored by exploiting neuroscienti...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI
2023
|
| Subjects: | |
| Online Access: | View Fulltext in Publisher View in Scopus |