IEEE - Institute of Electrical and Electronics Engineers, Inc. - A Small Frog That Makes a Big Difference: Brain Wave Testing of TV Advertisements

Author(s): R. Ohme ; M. Matukin
Publisher: IEEE - Institute of Electrical and Electronics Engineers, Inc.
Publication Date: 1 May 2012
Volume: 3
Page(s): 28 - 33
ISSN (Paper): 2154-2287
DOI: 10.1109/MPUL.2012.2189169
Regular:

It is important for the marketing industry to better understand the role of the unconscious and emotions in advertising communication and shopping behavior. Yet, traditional consumer research is... View More

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